Best dressed on grid

Two iconic brands will unite in a partnership at the very top level of motorsport with the announcement of that adidas become the official apparel partner for Audi’s Formula 1 team. The multi-year deal will see the two brands develop ‘a comprehensive collection of high-performance equipment – fulfilling specific requirements – for the drivers, mechanics, engineers, and other team members at the track’. 

One of the leading sporting goods manufacturers worldwide, German brand adidas will bring its trademark quality and style to the partnership, working closely with Audi to develop a distinct look for the brand’s Formula 1, drawing on the new design direction of the Audi brand.

“adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance,” says Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG.

“Our partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance: it combines the strengths and visions of two progressive brands. 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.”

CEO of adidas, Bjørn Gulden, echoed that sentiment, saying:

“We are very proud to partner with the future Audi F1 team and support their debut into the highest level of competition for the sport. Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport.”

Not only will the collaboration provide all members of the Audi Formula 1 team with a distinctive look and cutting-edge apparel and equipment with which to do their best work, but an exclusive range of apparel, footwear, and other accessories that will allow motorsport fans to show their support of the Audi Formula 1 team both on and off the track.

The partnership with adidas follows the announcement in July of international finance company, Revolut as Audi’s official title partner from the 2026 FIA Formula One World Championship season onwards. Last year Audi also announced partnerships for the Formula 1 team with BP and its Castrol business as well as the Qatar Investment Authority (QIA), while the driver pairing of Nico Hulkenberg and Brazilian young gun, Gabriel Bortoleto were also confirmed last year. Behind the scenes, work continues at Audi Sport in Neuburg on the technical side of the car as well as the new hybrid powertrain, and with this latest partnership announcement with adidas, excitement is really starting to build for season 2026.

“This partnership brings together two iconic brands – the four rings and the three stripes – on a global stage,” says Team Principal of the future Audi F1 Team, Jonathan Wheatley, “and it represents a bold step forward in our journey to the grid as the Audi F1 Team.