Audi and adidas have sealed a global alliance that fuses innovation, fashion and elite motorsport as the brand prepares for its Formula 1 debut in 2026.
Audi’s arrival in Formula 1 now has a world-class strategic partner: adidas will become the official supplier of apparel and equipment in a multi-year collaboration set to redefine the motorsport landscape. The agreement includes the launch of a global joint collection in February 2026, just ahead of the team’s highly anticipated debut in the sport’s top category.
The partnership extends not only to drivers, engineers and technical staff—who will be equipped with state-of-the-art performance gear—but also to fans, who will gain access to clothing, footwear and accessories carrying the identity of the new team. Both Audi and adidas emphasise that this project blends innovation, sporting culture and cutting-edge design.
From Audi AG, CEO Gernot Döllner highlighted that the alliance is built on decades of prior collaboration and shared values such as precision and innovation. Meanwhile, adidas CEO Bjørn Gulden stressed the significance of seeing the three stripes alongside the four rings in the Formula 1 paddock, calling it a unique opportunity to engage a new generation of motorsport enthusiasts.
With this agreement, Audi strengthens its entry into Formula 1 with a strategy that reaches beyond the track. The partnership with adidas aims to triumph both on and off the circuit, merging style, technology and passion in a global project set to mark the beginning of a new era in 2026.
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