The countdown to 2026 is officially on, and the buzz around Audi’s entry into the Formula 1 circus just hit a new fever pitch. In a move that screams German precision and performance, Audi has announced a landmark, multi-year partnership with iconic sporting goods manufacturer adidas. This isn’t just a sponsorship; it’s a blockbuster collaboration that will see two of Germany’s most famous brands, the four rings and the three stripes, join forces on the pinnacle of the global motorsport stage.
Announced on September 10, 2025, the partnership positions adidas as the official apparel partner for the future Audi F1 Team, which is being built upon the foundation of the existing Sauber team. As Audi methodically assembles the pieces for its 2026 grid debut, this alliance with adidas is a powerful statement of intent, signaling a deep commitment to performance, innovation, and style, both on and off the track. It’s a powerhouse pairing that promises to redefine what a team looks and feels like in the modern F1 paddock.
More Than Just a Logo – Engineering Human Performance
Forget simply sticking a logo on a polo shirt. This partnership runs far deeper. Audi and adidas are working in close collaboration to jointly develop a comprehensive collection of high-performance equipment tailored to the specific, punishing demands of a Formula 1 season. From the drivers enduring immense G-forces in the cockpit to the mechanics performing lightning-fast pit stops and the engineers analysing data trackside, every team member will be kitted out in state-of-the-art gear.
The common goal is crystal clear: to create functional products that provide the team with the “best possible support for their daily work and promote peak output”. Jonathan Wheatley, the Team Principal of the future Audi F1 Team, underscored this, stating, “With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most”. In a sport where thousandths of a second separate victory from defeat, optimising the human element through cutting-edge apparel is no small detail, it’s a competitive advantage.
A Shared Heritage of Excellence
This alliance feels incredibly natural, uniting two brands that share a cultural passion for performance and forward-thinking design. Both Audi and adidas are titans of German industry, built on decades of innovation and a relentless pursuit of excellence. As Gernot Döllner, CEO of AUDI AG, noted, the two companies already have “decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance”.
This isn’t a new-found friendship but the next chapter in a long-standing relationship. The trust and mutual respect between the brands are evident. Döllner adds that shaping Audi’s F1 entry alongside adidas “underscores the great trust and appreciation we have for our collaboration”. For adidas, the move reinforces its commitment to the sport. CEO Bjørn Gulden expressed immense pride, explaining that the partnership “showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track”.
For The Fans – Paddock Style Goes Global
While the team gets the elite performance gear, the fans are far from forgotten. In fact, the announcement makes it clear they are at the heart of this collaboration. In a savvy move designed to build hype and a global fanbase, an exclusive “adidas x Audi F1” collection of apparel, footwear, and accessories will be launched worldwide in February 2026, even before the team’s first race. This gives enthusiasts the chance to show their allegiance from the very beginning.
The collection promises to be more than just merchandise. The aim is to “set new trends in motorsport culture,” bringing a “fresh, innovative approach for the paddock and beyond”. This speaks to a wider ambition to capture the imagination of a new generation of motorsport fans who are as interested in the style and culture surrounding the sport as they are in the on-track action.
This deal is another crucial brick in the impressive structure Audi is building for its F1 project. Following the announcements of Revolut as a title partner and bp as a strategic partner, the addition of adidas as the official apparel partner demonstrates a comprehensive and well-funded strategy. As we look towards 2026, one thing is certain: the arrival of the four rings and the three stripes together marks an exciting new chapter for Formula 1. The grid is about to get a whole lot more stylish.
