Summary:
- New Era designs complete team collection for Williams F1 including drivers, crew, and fans
- Partnership brings together American sportswear heritage with British Formula 1 engineering
- Collection launches January 21, 2026 with special test livery featuring design elements on FW48 car
New Era and Atlassian Williams F1 Team revealed their first complete teamwear collection for the 2026 season. The Buffalo, New York based brand designed the full range of clothing, headwear, and accessories for team members and supporters.
The collection appears in a campaign called Creating the Culture of Speed. The campaign features Williams drivers Alex Albon and Carlos Sainz. The partnership connects New Era's 106 years in sportswear with Williams F1's racing history. Selected design details from the team kit will appear on a special test livery for the Williams FW48 when the car runs in Barcelona next week.
New Era created the 2026 team uniform to meet motorsport performance requirements. The collection includes separate lines for men and women designed for team operations and travel. Outer layers include a waterproof jacket, padded jacket, and vest. The brand added a college style jacket as a reference to its sports heritage. The base layers feature t-shirts, technical polo shirts, and hoodies in navy blue with tonal graphics inspired by tire marks left on track during high speed corners.
The headwear selection covers different age groups and preferences. The range includes the curved 9FORTY, the snapback 9FIFTY, a trucker cap, a bucket hat, a knit beanie, and the fitted 59FIFTY. Each style carries the Atlassian Williams F1 Team logo on the front with a white New Era flag embroidered on the left side.
Accessories round out the product offering for fans. The brand plans to release limited edition collections for select races during the calendar. These special releases aim to connect fans more closely with the team.
The collection goes on sale January 21, 2026 through www.neweracap.eu, www.williamsf1.com, and selected retailers. New Era will supply clothing for all Atlassian Williams F1 entities. This includes Sim Racing, the Williams F1 Team Driver Academy, and Williams Heritage.
Christopher Koch serves as CEO of New Era. He stated the partnership reflects the company's commitment to sport and culture globally. The collaboration combines cultural heritage with one of motorsport's established teams. The goal translates racing energy, precision, and tradition into new forms of expression for supporters.
James Vowles leads the Atlassian Williams F1 Team. He described the uniform launch as a key moment in the New Era partnership. The uniform represents the team's current position. It shows pride in history, confidence in identity, and focus on what comes next. The team looks forward to sharing this moment with fans and appearing on track with New Era for the first time.
The partnership marks a shift for New Era beyond its traditional baseball and basketball strongholds. The brand enters motorsport at a time when Formula 1 continues to expand its global audience. Williams F1 has been rebuilding its competitive position after several difficult seasons.
The team operates from Grove, England. The outfit has won nine constructors' championships and seven drivers' championships throughout its history. Recent years brought new ownership and management changes. The team now works to return to its former level of competition.
Carlos Sainz joined Williams from Ferrari for the 2026 season. Alex Albon has been with the team since 2023. Both drivers will wear the New Era designed uniforms when they compete in the upcoming season. The FW48 represents the team's entry for the 2026 Formula 1 World Championship.
Soufiene El Boub
was born and raised in France, where he also pursued his education. With a lifelong passion for sports and storytelling, Soufiene has become a sports editor, known for his insightful analysis writing. His unique perspective, shaped by his French upbringing, adds a distinctive flair to his work in the world of sports journalism.