Audi F1 Team and adidas Announce Landmark Multi-Year Partnership

The future Audi Formula 1 Team has confirmed a major new collaboration with adidas, which will see the German sportswear giant become the team’s official apparel partner from the 2026 season onward. The multi-year deal will bring together two iconic German brands united by innovation, precision, and performance.

High-Performance Gear for the Track​

Ahead of the team’s debut in Formula 1, adidas is developing a complete line of high-performance apparel and equipment tailored for every member of the team - including drivers, mechanics, engineers, and support staff.

The collection will merge cutting-edge sports technology with sleek, functional design, aiming to give Audi F1 personnel the best possible tools to perform at their peak. From the pit lane to the paddock, every piece is being engineered to meet the rigorous demands of elite motorsport while introducing a fresh, trend-setting look to the F1 scene.

Bringing Fans Into the Experience​

Beyond the track, the partnership will also focus on fans. adidas and Audi will launch an exclusive global fan collection of apparel, footwear, and accessories before the first race in 2026, giving supporters the chance to celebrate the team from day one.

The two brands share a long history in elite sport, as well as a commitment to innovation, design excellence, and emotional storytelling—values that will shape the fan-focused product line and future activations.

Leadership Comments​

Gernot Döllner, CEO of AUDI AG and Chairman of the Board at Sauber Motorsport AG:

“adidas and Audi share decades of collaboration in world-class sport, rooted in shared values and a desire to inspire through performance. This partnership goes beyond innovation and peak output - it unites two forward-thinking brands with a shared vision. Launching our Formula 1 journey with adidas reflects the trust and respect we have for this relationship.”

Bjørn Gulden, CEO of adidas:

“We’re proud to support the future Audi F1 Team as they enter motorsport’s top tier. Bringing our three stripes alongside Audi’s four rings on the 2026 grid is an exciting new chapter. This partnership reflects our commitment to collaborating with brands that share our drive for innovation and bold thinking. We can’t wait to reveal what’s coming as we aim to empower the team and inspire a new generation of fans.”

Jonathan Wheatley, Team Principal of the future Audi F1 Team:

“This partnership brings together two iconic brands on the global stage. With adidas, we’re equipping our team with elite performance gear to make a difference where it matters most. And beyond racing, we share a mission to innovate, to inspire, and to create unforgettable experiences for fans worldwide.”