adidas today announced a landmark multi-year partnership with the future Audi F1 Team, extending its commitment to motorsport and bringing the iconic Three Stripes trackside ahead of the 2026 FIA Formula 1 World Championship.
The collaboration unites two global performance leaders, combining adidas’ innovation in sport and style with Audi’s precision engineering and design excellence.
Together, they will deliver a complete range of high-performance gear for drivers, mechanics, and team personnel crafted with adidas’ latest technologies and a fresh design language that redefines paddock culture.
A New Era for Fans
From the very first race, fans will also be part of the journey. adidas and the future Audi F1 Team will launch a dedicated apparel, footwear, and accessories collection ahead of the team’s 2026 debut, giving supporters worldwide the chance to show their passion in authentic style.
Leadership Voices
Bjoern Gulden, CEO of adidas:
“We are very proud to partner with the future Audi F1 Team and support their debut on the sport’s biggest stage. Bringing the Four Rings and the Three Stripes together in the 2026 paddock is an exciting new chapter.
“This partnership underscores our commitment to F1 and to collaborating with brands that share our values of innovation and performance, on and off the track.
“We look forward to unveiling everything we have planned to empower the team and inspire the next generation of motorsport fans.”
Jonathan Wheatley, Team Principal, future Audi F1 Team:
“This partnership merges two icons, the Four Rings and the Three Stripes, on a global stage.
“With adidas, we are equipping our team with elite, role-specific sporting gear designed to enhance human performance.
“Beyond racing, our ambition is to inspire fans through innovation, style, and a relentless pursuit of excellence.”
Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG:
“Audi and adidas share decades of collaboration in elite sport. Entering Formula 1 together takes this partnership to a new level, rooted in shared values, clarity, and precision.
“As we prepare for our debut, shaping this journey with adidas reflects our mutual trust and vision for the future.”
Looking Ahead
The first adidas x Audi F1 collection will be unveiled in early 2026. Fans can follow the journey at adidas.com/motorsport.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach, Germany, the company employs more than 62,000 people worldwide and generated sales of €23.7 billion in 2024.
About the Audi F1 Project
Audi will enter Formula 1 in 2026 with a full factory team and a hybrid Power Unit developed in Germany.
Audi Formula Racing GmbH in Neuburg an der Donau leads Power Unit development, while the team’s Swiss base in Hinwil will oversee car design, development, and race operations.
A technical centre in the UK supports both. Formula 1’s new 2026 regulations, including sustainable fuels and a 50% electric hybrid share, have been key to Audi’s entry.
