adidas marked one of Malaysia’s biggest motorsport moments of the year with LIGHTS OUT KUALA LUMPUR, reaching nearly 100,000 race fans across five activations. The strong turnout reflected growing interest in motorsport experiences beyond the circuit, with fans engaging through shopping, customisation and lifestyle-led activities.
As Official Team Partner of the Mercedes-AMG PETRONAS F1 Team, adidas brought its global motorsport partnership closer to Malaysian fans through experiences combining performance, style and lifestyle. From retail activations across the Klang Valley to a light show at the KLCC Twin Towers, the campaign offered multiple ways to experience race week.
Malaysia’s Growing Motorsport Momentum
The campaign arrived amid renewed excitement for motorsport in Malaysia, following the return of the Gulf Air Bahrain Grand Prix 2026 after nine years away from the circuit.
The event welcomed a record 261,000 spectators across the three-day weekend, including 103,000 fans on race day, setting a new attendance record for Sepang International Circuit, according to Bernama.
This enthusiasm extended beyond the track, creating opportunities for brands to connect with fans through retail, fashion and cultural experiences.
Bringing Race-Week Culture to Retail
At the centre of adidas’ campaign was LIGHTS OUT KUALA LUMPUR @ The Exchange TRX, which ran from 22 September to 4 October.
The pop-up featured the adidas x Mercedes-AMG PETRONAS F1 Team collection, the Mercedes-AMG GT 63 PRO 4MATIC+, adiClub experiences and motorsport-inspired customisation. It also introduced a Sepang-exclusive race T-shirt created specially for the race weekend.
Together, these experiences transformed the retail space into a destination where fans could explore motorsport-inspired fashion and engage with race-week culture beyond the circuit.
The campaign extended to Gateway@klia2, adidas Factory Outlet @ Mitsui Outlet Park and JD Sports @ IOI City Mall Putrajaya. These additional retail touchpoints gave more consumers opportunities to discover the collection and participate in the race-week excitement.
Motorsport Lights Up the Kuala Lumpur Skyline
One of the campaign’s standout moments saw adidas featured in a light show across the KLCC Twin Towers, bringing motorsport to one of Malaysia’s most recognisable landmarks.
The moment was celebrated alongside Mercedes-AMG PETRONAS F1 Team Principal and CEO Toto Wolff, and drivers George Russell and Kimi Antonelli. It connected adidas’ global motorsport partnership with a distinctly Malaysian setting.
Connecting Sport, Style and Community
Across its five activations, adidas demonstrated how motorsport can extend beyond race-day action through experiences centred on sport, product, style and community.
By combining retail experiences, product customisation and city-wide moments, LIGHTS OUT KUALA LUMPUR gave fans different ways to participate in race week. The campaign also strengthened the connection between adidas, the Mercedes-AMG PETRONAS F1 Team and Malaysia’s motorsport community.
For adidas, the initiative represented a locally relevant expression of its motorsport partnership, bringing the excitement beyond the circuit and placing fans at the centre of the race-week experience.
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