- Multi-year partnership makes adidas the official apparel partner for Audi in Formula 1.
- Joint development of performance-oriented equipment for the team.
- Global launch of the adidas x Audi F1 collection planned for February 2026.
Audi and Adidas have announced a new multi-year partnership that will see the German sporting goods manufacturer become the upcoming Audi F1 Team's official apparel partner.
Following on from the announcement of global financial technology company Revolut as title sponsor earlier this year, Adidas and Audi say they are working closely together to "develop a comprehensive collection of high-performance equipment for the drivers, mechanics, engineers, and other team members at the track", as well as the all-important merchandising line of apparel, footwear and accessories for fans, with the full line to be launched in February 2026 before the Audi F1 Team's debut race.
"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," said Jonathan Wheatley, Team Principal of 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.”
This sentiment was echoed by Bjørn Gulden, CEO of Adidas, who said "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."
"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!"
The Audi F1 Team will make its debut at the 2026 Australian Grand Prix on the 8th of March when the Sauber Motorsport AG (currently racing under the name Stake F1 Team Kick Sauber, and formerly formerly Alfa Romeo F1 Team) switches names following Audi's purchase of Sauber Holding earlier this year.
Sauber Motorsport started life when founder Peter Sauber built his first racing car - the Sauber C1 - in his parents basement in 1970. The team would go on to partner with Mercedes-Benz in sports car racing, becoming the German manufacturer's official factory racing team in 1988 and launching the career of Michael Schumacher, before moving into Formula 1 in 1993 with Mercedes-Benz.
Sauber would go on to become the BMW factory F1 team between 2006 and 2009 before returning to independence running Ferrari engines until it became Alfa Romeo Racing (later renamed Alfa Romeo F1 Team) in 2019.