Post by Daniel-Yaw Miller

Adidas is investing serious marketing dollars in its Formula 1 push with Mercedes-AMG PETRONAS Formula One Team. Bad Bunny, who has emerged in recent years as one of Adidas' most valued non-athlete collaborators, has stepped up as the focal point around which the brand can blur the lines between F1 fandom and the cultural pull from his superstardom and fashion credibility. Here's a full rundown of the strategy behind an interesting launch weekend in Puerto Rico and several hints from Adidas at what is to come both from Bad Bunny and Mercedes, with insights from veteran Adidas executive Torben Schumacher and Mercedes-AMG PETRONAS Formula One Team CCO Richard Sanders. https://lnkd.in/evJd8KFv