adidas plugs into motorsport with a KLCC beacon

adidas took its Formula 1 partnership beyond the circuit and into Kuala Lumpur’s malls, retail outlets and skyline, with five activations spanning the city during the Malaysian Grand Prix week.

The sportswear brand said its “LIGHTS OUT KUALA LUMPUR” push drew nearly 100,000 race fans, as it brought its Mercedes-AMG PETRONAS F1 Team collection, motorsport-inspired experiences and a light show across the KLCC Twin Towers to consumers.

The activations coincided with Formula 1’s return to Malaysia after nine years, with the race at Sepang International Circuit drawing a record 261,000 spectators across the three-day weekend, including 103,000 on race day, according to Bernama.

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As official team partner of the Mercedes-AMG PETRONAS F1 Team, adidas centred its race-week push on a flagship pop-up at The Exchange TRX, which ran from 22 September to 4 October.

The pop-up featured the adidas x Mercedes-AMG PETRONAS F1 Team collection, a Mercedes-AMG GT 63 PRO 4MATIC+, adiClub experiences and motorsport-inspired customisation. It also sold a Sepang-exclusive race T-shirt created for the race weekend.

The activation extended to other locations, including Gateway@klia2, adidas Factory Outlet at Mitsui Outlet Park and JD Sports at IOI City Mall Putrajaya, to give more consumers access to the collection.

The campaign’s most visible moment came with a light show across the KLCC Twin Towers, celebrated alongside Mercedes-AMG PETRONAS F1 Team principal and CEO Toto Wolff and drivers George Russell and Kimi Antonelli.

adidas said the activations reflect growing interest in motorsport experiences beyond the circuit, with fans engaging through shopping, customisation and lifestyle-led activities.

The brand described the approach as treating motorsport as more than what happens on the track, by building experiences around sport, product, style and community.

The wider race weekend also drew brands looking to connect with fans around F1’s return. Gulf Air, title sponsor of the Bahrain Grand Prix, appointed Wofollow to build the Falcon’s Nest in the F1 Fanzone as a space for fans to charge, connect and explore

Meanwhile, foodpanda went pink with a pandamart Pit Stop at the main grandstand.

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