Audi And Adidas Team Up For F1 Apparel And Lifestyle Collection Launching 2026 – Essence

Formula 1 is having a style second, and two iconic manufacturers are ensuring they’re on the middle of it. 

Audi, which is making ready for its extremely anticipated F1 debut in 2026, has locked in a multi-year partnership with adidas because the official attire associate for the long run Audi F1 Team.

With F1 booming lately, the timing couldn’t be higher, particularly with youthful and extra various followers who see the game as a part of tradition and way of life, not simply racing.

For Audi, which acquired Sauber in 2024 and can enter F1 as a works group with its personal energy unit, teaming up with adidas makes all sorts of strategic sense. For adidas alternatively, the deal is one other step into motorsport after their current partnership with Mercedes, which reveals that the model is betting large on F1.

“adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance,” Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, mentioned in a launch. He famous that this new chapter is just not solely about innovation and efficiency but in addition about how each manufacturers present up culturally.

In February 2026, earlier than the primary race even begins, adidas and Audi will roll out the adidas x Audi F1 assortment worldwide. It will function technical attire for drivers, engineers, mechanics, and crew that may deal with the calls for of racing. But followers may even get entry to way of life items designed to carry motorsport type into on a regular basis life.

“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,” Döllner added.

Bjørn Gulden, CEO of adidas, emphasised the cultural significance of the partnership: “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.”

Gulden continued: “As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track. We are very much looking forward to unveil all that we have planned as we look to enable the drivers and the team to succeed and engage a new generation of motorsport fans!”

Formula 1’s transformation right into a cultural phenomenon remains to be unfolding, however for a sport that after felt closed off, notably for Black and youthful audiences, collaborations like this open the door for all.