adidas x Mercedes AMG Petronas F1 Collection Launch

March 16, 2025

As the integrated agency for adidas Malaysia, REX had the exciting opportunity to launch the adidas x Mercedes AMG Petronas F1 Collection. This event marked a significant moment as it celebrated a new global partnership between two iconic brands. Malaysia, known for its passionate motorsport community, was the perfect stage to ignite the excitement around this new collection. The goal of the launch was to not only introduce the collection but also reignite F1 fever in Malaysia, uniting motorsport enthusiasts, creators, and the broader community through a dynamic and immersive event experience.

Services

Integrated

Activation

Creative

Video Production

Social Media

Client

adidas

Year

2025

Website

Challenge

The project posed a significant challenge due to last-minute approvals, requiring quick turnaround times and efficient coordination. However, our strong relationship with adidas allowed for seamless collaboration, with trust and partnership being pivotal to the project’s success.

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Execution

REX executed the entire event end-to-end, including:

Event Management: Conceptualizing and executing the event on a tight timeline.
PR & Media Relations: Generating buzz and securing coverage before, during, and after the event.
Influencer Engagement: Activating key influencers to amplify the collection’s launch.
Social Media Strategy: Creating content that showcased the event highlights and generated organic engagement.

Partnership Coordination: Aligning efforts between adidas, Mercedes AMG Petronas F1, and other stakeholders.

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Highlight Moments

F1 Activity Corner: Featuring a race simulation and a reaction time challenge, giving fans a taste of the F1 experience firsthand.
Fashion Walk: Showcasing the collection with an impactful runway presentation.
Private Live Screening: An exclusive experience that brought fans closer to the racing action.

Influencer Buzz: Numerous influencers took to social media, sharing their excitement and anticipation around what adidas had in store.

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Results

Though coverage and social media postings continue to flow in, the initial response was overwhelmingly positive. Media outlets covered the event extensively, while influencers generated significant online traction. adidas partners expressed enthusiasm about being part of the event, reinforcing the brand’s positioning as a leader in merging sports and fashion.

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Key Takeaway

Close collaboration between client and agency is crucial in high-pressure scenarios. The strong partnership and mutual trust between adidas and REX were instrumental in delivering a successful event despite tight timelines. This project underscores the power of strong relationships and efficient coordination when delivering high-impact campaigns.

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Conclusion

The adidas x Mercedes F1 Collection Launch was more than just an event; it was a celebration of innovation, passion, and community. REX is proud to have played a role in making this launch a memorable experience for motorsport and fashion enthusiasts alike.

* REX is our integrated group comprising of ROOTS, ROOTS PR & DEX

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