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. Together, the activations showed how race week can extend naturally into fashion, retail and culture, creating new ways for fans to be part of the motorsport experience.
As Official Team Partner of the Mercedes-AMG PETRONAS F1 Team, adidas brought its global motorsport partnership closer to Malaysian fans through a mix of performance, style and lifestyle experiences. From its flagship pop-up at The Exchange TRX to retail touchpoints across the Klang Valley and a light show moment at the KLCC Twin Towers, LIGHTS OUT KUALA LUMPUR created multiple ways for fans to engage with motorsport throughout race week.
The excitement arrived at a defining moment for motorsport in Malaysia as the Gulf Air Bahrain Grand Prix 2026 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, (“Gulf Air Bahrain Grand Prix in Malaysia” 2026). The response reflected the appetite surrounding the race’s return to Malaysia after nine years away from the circuit.
TAKING MOTORSPORT BEYOND THE CIRCUIT
At the centre of adidas’ race-week presence was LIGHTS OUT KUALA LUMPUR @ The Exchange TRX, which ran from 22 September to 4 October. The pop-up brought together the adidas x Mercedes-AMG PETRONAS F1 Team collection, the Mercedes-AMG GT 63 PRO 4MATIC+, adiClub experiences and motorsport-inspired customisation alongside a Sepang-exclusive race T-shirt created specially for the race weekend, turning the retail space into a destination where fans could experience another side of race-week culture.
The experience extended beyond TRX through multiple locations at Gateway@klia2, adidas Factory Outlet @ Mitsui Outlet Park and JD Sports @ IOI City Mall Putrajaya, giving more consumers the opportunity to discover the collection and participate in the wider race-week momentum.
A RACE-WEEK MOMENT ON THE KUALA LUMPUR SKYLINE
One of the week’s standout moments saw motorsport take over one of Malaysia’s most recognisable landmarks, with adidas featured as part of the light show across the KLCC Twin Towers. The moment was celebrated alongside Mercedes-AMG PETRONAS F1 Team Principal and CEO Toto Wolff, drivers George Russell and Kimi Antonelli, connecting adidas’ global motorsport partnership with an unmistakably Malaysian setting.
Together, the pop-ups and city moments demonstrated how adidas is approaching motorsport as more than what happens on the track. By creating experiences around sport, product, style and community, LIGHTS OUT KUALA LUMPUR gave fans different ways to participate in race week while strengthening the connection between adidas, the Mercedes-AMG PETRONAS F1 Team and Malaysia’s motorsport community.
For adidas, LIGHTS OUT KUALA LUMPUR provided a locally relevant expression of its motorsport partnership, taking the energy surrounding motorsport beyond the circuit and placing fans at the centre of the wider race-week experience.
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