Audi, Adidas forges multi-year partnership for F1

MANILA: Audi and Adidas have inked a partnership for the former’s future Formula 1 team.

Set to debut at the motorsport event’s 2026 season, the collaboration is aimed at providing a full range of high-performance, style-driven products designed for drivers, mechanics and the wider team.

“Created with the latest Adidas technology, the collection will introduce a new perspective on motorsport culture and continue to bring a fresh approach to the paddock and beyond,” Adidas announced in a statement.

Aside from that, Adidas will also launch a dedicated apparel, footwear, and accessories ahead of the team’s first race for fans to enjoy while showing their “allegiance to the team in style.”

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 “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!” Adidas Chief Executive Officer (CEO) Bjoern Gulden said.

For his part, future Audi F1 Team Team Principal Jonathan Wheatley said that the partnership represents an exciting milestone for the team. “With Adidas, we’re equipping our team with role specific elite technical sporting gear that enhances human performance. Beyond the race, our shared ambition is to inspire a new generation of motorsport fans through innovation, style, and an unwavering pursuit of excellence,” he explained.

Meanwhile, Audi AG CEO and Sauber Motorsport AG Chairman Gernot Döllner noted that the partnership in Formula 1 “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,” he concluded.

Early this year, Adidas and Mercedes-AMG Petronas F1 Team forged a collaboration that led to the creation of a collection offered to the organization and their fans.

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