Audi Formula 1 team and adidas announced a multi-year partnership that names the German sportswear company as the official apparel partner. The partnership marks a significant moment for both brands as they prepare for the team’s debut in 2026. The collaboration will deliver a joint collection of apparel and equipment designed for performance and precision, with a global launch planned for February 2026.
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As part of the agreement, adidas and Audi’s Formula 1 team are developing a range of gear for drivers, mechanics, engineers, and staff. Each piece focuses on functionality while supporting peak performance in demanding conditions. The brands see the partnership as more than a practical arrangement: it reflects a cultural approach to motorsport, one rooted in technology and design. The upcoming collection incorporates adidas’ advanced technology and introduces a fresh perspective on paddock wear.
The collaboration also targets fans, who remain central to the project. Before Audi takes to the track in 2026, adidas will release apparel, footwear, and accessories that reflect the team’s identity.
Executives from both companies voiced enthusiasm about the partnership. Gernot Döllner, CEO of Audi AG and Chairman of the Board of Directors of Sauber Motorsport AG, pointed to the history between the two brands. He noted that decades of collaboration in sports established a foundation of shared values and performance-driven innovation. He described the partnership as a step that aligns Audi’s entry into Formula 1 with adidas’ expertise, reinforcing the trust built over years of collaboration.
adidas CEO Bjørn Gulden emphasized the importance of bringing the company’s three stripes into the Formula 1 paddock alongside Audi’s four rings. He described the collaboration as a chance to connect with a new generation of motorsport fans. Gulden added that the partnership supports adidas’ focus on working with brands that share innovative perspectives and a drive for performance. He expressed excitement about unveiling the products in 2026 and supporting the team’s efforts on track.
Jonathan Wheatley, Team Principal of Audi’s Formula 1 team, called the collaboration a defining step toward the grid. He emphasized the value of equipping team members with elite technical gear that performs under pressure. Wheatley also referenced plans to extend the partnership beyond racing with brand activations and experiences that reflect innovation and style. The approach reflects the ambition of both Audi and adidas to shape Formula 1 culture on and off the track.
