Racing in Stripes: adidas Powers Audi’s Formula 1 Debut

By Kyree Frazier

Adidas is officially entering the fast lane of Formula 1, announcing a multi-year partnership with the future Audi F1 Team set to debut on the grid in 2026. As the Official Team Partner, adidas will deliver innovative performance gear for drivers, mechanics, and crew—while also designing a fanwear collection that merges motorsport precision with streetwear energy.

The collaboration goes beyond racing uniforms. Launching globally in February 2026, the adidas x Audi F1 collection will span apparel, footwear, and accessories. From paddock-ready technical gear to bold lifestyle pieces, the collection reflects a shared vision of performance, innovation, and design clarity.

For adidas, the partnership represents an extended commitment to Formula 1, one of the fastest-growing sports in the world. “Bringing together the iconic Four Rings and our Three Stripes to the 2026 paddock marks an exciting new chapter,” says Bjoern Gulden, CEO of adidas. “This partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track.”

The move also reinforces Audi’s arrival into the premier class of motorsport. Jonathan Wheatley, Team Principal of the future Audi F1 Team, highlights the impact: “With adidas, we’re equipping our team with role-specific elite technical gear that enhances human performance. Beyond the race, our shared ambition is to inspire a new generation of motorsport fans through innovation and style.”

The fan experience is central to the vision. Fans worldwide will have the opportunity to wear the same insignia as the team, with adidas rolling out dedicated collections to celebrate Audi F1’s debut season. It’s a signal that the collaboration isn’t just about winning races—it’s about shaping motorsport culture on a global stage.

For Audi, the partnership reflects decades of collaboration with adidas in elite sports. Gernot Döllner, CEO of AUDI AG, frames it as both performance and philosophy: “The upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design language. Partnering with adidas for our entry into Formula 1 underscores the trust and appreciation built between our two brands.”

Speed, style, and innovation converge in 2026. The Three Stripes and the Four Rings are ready to make their mark—not just on the grid, but across fashion and culture.