ADIDAS PARTNERS WITH AUDI F1 TEAM FOR 2026 SEASON APPAREL

Adidas/Audi

Summary

• Adidas becomes official apparel partner for Audi's Formula 1 team debut in 2026 season
• Multi-year partnership focuses on performance gear combining both brands' design philosophies
• First collection launches before 2026 season starts, emphasizing clarity and precision

Audi has selected Adidas as the official apparel partner for its upcoming Formula 1 team entry. The German automotive manufacturer will debut in F1 during the 2026 season with Adidas providing team clothing and performance gear.

The multi-year agreement centers on apparel development for team personnel. Adidas will design and produce garments that reflect Audi's new design philosophy of clarity and precision. The partnership builds on decades of collaboration between the two German companies across various sporting ventures.

Gernot Döllner, CEO of AUDI AG, highlighted the established relationship between the brands. "Adidas and Audi have decades of collaboration in top-level sports, built on shared values and the desire to inspire through performance. Our partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance. The fact that we are shaping our brand's entry into the premier class of motorsport together with Adidas underscores the great trust and appreciation we have for our collaboration."

Bjørn Gulden, CEO of Adidas, confirmed the company's commitment to Formula 1. "Bringing together the four rings and our three stripes to the 2026 paddock marks a new chapter in motorsport. As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives."

Jonathan Wheatley serves as Team Principal for the future Audi F1 Team. He emphasized performance benefits of the partnership. "With Adidas, we're equipping our people with elite technical sporting gear that enhances performance where it matters most. Beyond racing, we share a commitment to making an impact off the track through innovation, style and pursuit of excellence."

The first collection will launch before the 2026 Formula 1 season begins. Audi purchased the Sauber team to facilitate its F1 entry. The automotive brand joins other luxury manufacturers like Ferrari, McLaren, and Mercedes-AMG in the premier motorsport series.

Both companies plan additional brand activations and experiences beyond team apparel. Details about specific product lines and launch dates remain forthcoming. The partnership represents Adidas's expanded presence in Formula 1 following existing relationships with other teams and drivers in the sport.