adidas has been unveiled as the official apparel partner of the future Audi Formula 1 Team, with the multi-year agreement set to begin when the marque makes its debut on the grid in 2026.
As part of the partnership, the German sportswear leader will outfit drivers, engineers, mechanics, and wider team staff with apparel, footwear, and accessories. Beyond the paddock, adidas will also launch a dedicated lifestyle and fanwear collection, with the first adidas × Audi F1 line scheduled for release in February 2026, ahead of the team’s maiden season.
The collaboration unites two of Germany’s most globally recognized brands, blending Audi’s legacy of engineering precision with adidas’s heritage in performance innovation and sports culture. Both companies have emphasized their shared focus on design clarity, functionality, and peak performance as the foundation of the partnership.
Commenting on the occasion, Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, said, “adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance. 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 upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy. “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.”
Bjørn Gulden, CEO of adidas, added, “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. 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 unveiling 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!”
Jonathan Wheatley, Team Principal of the future Audi F1 Team, continued, “This partnership brings together two iconic brands – the four rings and the three stripes – on a global stage, and it represents a bold step forward in our journey to the grid as the Audi F1 Team. With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most. Beyond racing, we share a commitment to making an impact off the track through innovation, style, and a relentless pursuit of excellence. Together, we will create bold brand activations and groundbreaking experiences.”
The adidas tie-up adds to Audi’s growing commercial portfolio as it builds towards its 2026 debut, joining Revolut and bp as cornerstone partners of the new team. Together, the alliances underscore Audi’s ambition to reshape Formula 1’s future both in terms of sustainability and commercial innovation.
For adidas, the agreement marks a deeper commitment to motorsport, strengthening its presence in one of the world’s fastest-growing global sports platforms and extending its influence from performance to lifestyle culture in Formula 1.
