Audi has announced a major step in its Formula 1 journey by bringing adidas on board as the official apparel partner for its upcoming F1 team. The multi-year collaboration will see both brands merge their expertise in design, performance, and innovation, with the first apparel line set to debut ahead of the 2026 season.
The partnership focuses on creating advanced teamwear that balances fashion with function, reflecting Audi’s latest design philosophy centred on “clarity and precision.” This marks a continuation of the longstanding relationship between the two German powerhouses, which have previously worked together across elite sporting projects.
Gernot Döllner, CEO of AUDI AG, highlighted the strategic significance of the tie-up, saying: “adidas and Audi share a long history of success in high-level sports. This Formula 1 partnership is more than a pursuit of performance – it is about combining the vision and strengths of two progressive global brands.”
adidas CEO Bjørn Gulden emphasised the symbolic strength of the partnership, noting: “Bringing our three stripes to the Formula 1 paddock alongside Audi’s four rings opens a new chapter in motorsport. It reflects our commitment to collaboration with brands that share our values and innovative outlook.”
Jonathan Wheatley, Team Principal of the future Audi F1 Team, underscored how the collaboration extends beyond racing: “With adidas, our team gains access to world-class technical gear that enhances performance on track. Off the track, we aim to drive bold activations and experiences that resonate globally.”
With this alliance, Audi positions itself to enter Formula 1 not only as a racing contender but also as a lifestyle-driven brand, blending motorsport performance with cultural impact.