Four Rings and Three Stripes: adidas Becomes Official Partner of the Future Audi Formula 1 Team
In the fast-paced world of Formula 1, partnerships are more than just logos on cars—they’re about performance, culture, and innovation. The future Audi Formula 1 Team has just announced a multi-year partnership with adidas, making the German sporting giant its official apparel partner ahead of the 2026 season. This collaboration is about more than racing suits and uniforms—it’s about redefining motorsport culture both on and off the track.
A Partnership Rooted in Precision and Performance
Audi and adidas are no strangers to working together. Both brands share a legacy of excellence in their fields, and now they’re merging their strengths at the pinnacle of motorsport. The new apparel collection will reflect Audi’s clean design philosophy and adidas’ cutting-edge sports technology, delivering clarity, precision, and functionality. From drivers and mechanics to engineers and support staff, every team member will be equipped with high-performance gear designed to enhance performance under the most demanding conditions.
Innovation Meets Motorsport Culture
In Formula 1, where every second counts, the right equipment makes all the difference. adidas and Audi are developing apparel that not only meets technical requirements but also sets new trends for motorsport style. Beyond performance gear, this partnership will bring a fresh, innovative aesthetic to the paddock, blending technology with culture in a way that appeals to both professionals and fans.
Fans at the Heart of the Collaboration
Perhaps the most exciting part of this partnership is how it extends beyond the track. Even before Audi’s first F1 race in 2026, fans will be able to purchase an exclusive adidas x Audi collection of apparel, footwear, and accessories. This isn’t just merchandise—it’s a way for fans to show their support and be part of the journey from day one.
Voices Behind the Partnership
Gernot Döllner, CEO of AUDI AG and Chairman of Sauber Motorsport AG, emphasized that this collaboration reflects shared values: “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.”
adidas CEO Bjørn Gulden highlighted the cultural impact: “Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport.”
Future Audi F1 Team Principal Jonathan Wheatley reinforced the ambition: “With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most… Together, we will create bold brand activations and groundbreaking experiences.”
Looking Ahead
As Audi gears up for its Formula 1 debut in 2026, the partnership with adidas signals a strong statement of intent. It’s about combining German engineering excellence with world-class sportswear innovation to deliver not only performance but also style, culture, and fan engagement.
In the world of F1, this is more than just a uniform—it’s a symbol of what happens when two icons with shared visions unite. The four rings and the three stripes are set to make a powerful impression, both on the grid and in the hearts of fans worldwide.
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