Sports goods giant adidas has signed a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, one of the most successful teams ever in Formula 1.

The Mercedes-AMG PETRONAS F1 Team and adidas will collaborate to develop a whole line of clothing, accessories and footwear for the team and its supporters for the 2025 season and beyond. The custom team uniform will be constructed to fit the unique requirements of each player's position and made accessible to supporters as well. As part of the collaboration, clothing, accessories and footwear will be made especially for team and driver supporters. There will also be a number of limited-edition drops throughout the year. The adidas x Mercedes-AMG PETRONAS F1 Team apparel range will be unveiled next month.

Bjørn Gulden, CEO, adidas, said, “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever. Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and win together.”

Toto Wolff, Co-owner, CEO and Team Principal, Mercedes-AMG PETRONAS F1 Team, said, "Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships."

Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, said, "Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track. Our shared value of innovation will also be focused on bringing a refreshed energy to our wider fanwear ranges. F1 is riding a cultural wave at present, and we will build on this to provide apparel, footwear and accessories that engage our loyal fanbase whilst engaging new audiences that continue to discover our sport and our team."

Comments (0)

ADD COMMENT

Link Copied!

Tata Motors Passenger Vehicles has unveiled Tata.Cars as its new consumer-facing global brand identity, alongside the brand line ‘Nothing’s Too Far’. The identity unifies the company's passenger vehicle portfolio under a single master brand across its digital, retail and service platforms.

The legal entity name, Tata Motors Passenger Vehicles, remains unchanged for statutory, regulatory and investor communications, while the vehicle emblem continues on existing and future models.

The new visual identity system introduces a design language termed Parallel Pathways, alongside a custom typeface and a revised colour scheme designated as Ambition Blue.

Shailesh Chandra, Managing Director and Chief Executive Officer, Tata Motors Passenger Vehicles, said, "For decades, we have grown alongside India’s aspirations, helping make the future more accessible through meaningful innovation. From India’s first indigenous car to pioneering electric mobility and making safety mainstream, we have consistently challenged limits and expanded possibilities for millions of customers. Yet, we believe our boldest ambitions remain ahead of us. Today, we proudly introduce Tata.Cars. More than a new brand identity, it is a declaration of intent for the future we envision. Anchored in the promise, ‘Nothing’s Too Far’, it conveys our belief that mobility should open doors, embrace possibilities and empower people to get closer to what matters most to them. As the world moves towards a more connected, intelligent and sustainable future, Tata.Cars will continue creating breakthrough products, experiences and ecosystems that help customers unlock new possibilities and pursue their ambitions without limits.”

The identity consolidation encompasses the automaker's range of internal combustion and electric vehicles across hatchbacks, sedans and sport utility vehicles (SUVs). The branding roll-out will apply to customer touchpoints, retail spaces and service networks across domestic and international markets.

Comments (0)

ADD COMMENT

Link Copied!

T-Hub, the world's largest home for startups, has partnered with Honda Digital Innovation India to launch the Honda Innovation Challenge 2.0, an initiative designed to build digital mobility and customer experience applications alongside Indian startups.

The partnership expands upon the initial challenge framework to run three programmes over the next year, providing total project funding of up to INR 48 million. Each challenge will select four startups eligible to receive up to INR 4 million to construct proof-of-concept projects alongside Honda teams over a 12-week period, representing an increase from the INR 1 million offered per project during the first edition.

Furthermore, startups will also gain access to Honda's operational environments and T-Hub's mentorship network to support development leading toward potential commercial integration.

The launch follows the conclusion of the Honda Innovation Challenge 1.0 in May 2026, which selected four companies – Attento Technologies, Xane AI, SenSight Technologies, and AppTestify – to develop proof-of-concept projects covering driver behaviour analysis, vehicle resale evaluation and customer data systems for Honda's dealership network.

Toshiyuki Yanagisawa, CEO, Honda Digital Innovation India, said, “Honda Digital Innovation brings together two important elements: the transformation of people’s lives through digital technology, and the value that we want the Honda brand to create. Our mission is to explore and deliver new forms of value that can make people’s lives better. And Honda Innovation Challenge is the platform where we bring together people who share that ambition – people who have new ideas, new technologies, and the passion to create a better future for customers.”

Kavikrut, CEO, T-Hub, said, “Industries are solving increasingly complex problems, but building every solution in-house can take significant time and resources. Startups bring speed, agility and specialised capabilities to address these challenges. At T-Hub, we bring our industry partners and founders together to co-build solutions around real business needs and move them towards deployment. With automotive being an early adopter of technology, our partnership with Honda creates an opportunity to build in India and take these solutions to the world.”

Comments (0)

ADD COMMENT

Link Copied!

Swedish automotive manufacturer Polestar has appointed Arek Nowinski to its Board of Directors, succeeding Francesca Gamboni, who is set to retire from Polestar’s Board.

Till recently, Arek was Head of Eastern Europe, Middle East, Africa and Asia Pacific at Volvo Cars and has held several other senior sales leadership positions during his career. In his previous roles, Arek has also served as the President of Volvo Cars Poland, Senior VP of Volvo Cars EMEA and President of Volvo Cars International Markets. 

He holds an MSc in International Finance from the University of Derby and an MA in Finance and Banking from the Warsaw School of Economics. 

Winfried Vahland, Chair, Polestar, said, “I would like to thank Francesca for her excellent contribution to the work of the Board. I’m also pleased to welcome Arek, who brings significant commercial expertise and experience, as Polestar enters a phase of model expansion and sales network development across existing and new markets.”

Comments (0)

ADD COMMENT

Link Copied!

Japanese automaker Nissan Motor Corporation has announced the appointment of Cedric Ratinaud as the new Global Head of Brand, Nissan.

Ratinaud previously served as the Director of Creative and Campaigns for Global Communications at Nissan Motor Corporation, a role he held from April 2024. Prior to that position, he worked as General Manager of INFINITI Global Communications. His background includes two decades in the automotive sector across communications, marketing communications, and brand management roles.

His career at Nissan spans operations across Europe, Asia, and Oceania. Most recently, he served as General Manager of Brand, Marketing, and Communications for Nissan Motor Asia Pacific, operating out of Thailand.

Comments (0)

ADD COMMENT

Link Copied!