adidas Takes Its Mercedes-AMG PETRONAS Collection Beyond the Circuit in Kuala Lumpur

The brand said Team Principal and CEO Toto Wolff, drivers George Russell and Kimi Antonelli, and Deputy Team Principal Bradley Lord joined the celebration. Their presence linked the fan facing event to the people behind the team.

A local setting for a global partnership The activities combined performance, style and lifestyle elements, with the Mercedes AMG PETRONAS collection forming part of the experience. Exclusive customization added a product focused activity alongside the larger visual spectacle.

Using the Twin Towers connected the partnership with one of Malaysia’s most recognizable landmarks and with the team’s title partner. The location made the activation specific to Kuala Lumpur while retaining the international team identity.

The programme illustrates how a motorsport apparel partnership can be presented outside a race venue. Team talent, a city landmark and merchandise services each supplied a different way for fans to engage with the collection.