adidas and the future Audi Formula 1 Team have announced a multi-year partnership. Making the German sportswear brand the team’s official apparel partner. Together, they are creating a range of high-performance gear for drivers, mechanics, engineers, and trackside staff. The designs combine clarity, style, and advanced technology. Supporting peak performance while setting new trends in motorsport culture. Fans are central to the collaboration. With adidas and Audi preparing to launch an exclusive global line of apparel, footwear, and accessories before the first race. Giving supporters the chance to show their passion and solidarity from the very beginning.
Audi CEO stresses clarity, precision, and collaboration with adidas
Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, emphasized the long-standing bond between the two brands. He said adidas and Audi had “decades of collaboration in top-level sports.” A collaboration built on shared values and a drive to inspire through performance. He stressed that the partnership in Formula 1 went “far beyond the pursuit of innovation and peak performance.”
Instead, it joined “the strengths and visions of two progressive brands.” He noted that the adidas collection would reflect “clarity and precision,” in line with Audi’s design philosophy. Döllner added that shaping Audi’s entry into Formula 1 together with adidas showed “great trust and appreciation” for the partnership.
“adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance. 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. The upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy. The fact that we are shaping our brand’s entry into the premier class of motorsport together with adidas underscores the great trust and appreciation we have for our collaboration.”
“Four rings and three stripes” mark new era in motorsport
Bjørn Gulden, CEO of adidas, underlined the importance of the partnership with the future Audi F1 Team. First, he said adidas was proud to support the team’s debut at the highest level of motorsport. He pointed out that the collaboration brought together the “iconic four rings” and the “three stripes” in the 2026 paddock. Furthermore, Gulden stressed adidas’ commitment to Formula 1 and its work with brands that shared the same beliefs and vision. Finally, he added that the partnership enabled the team to succeed and inspired a new generation of motorsport fans.
“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. Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport. As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track. 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!”
Wheatley: Audi and adidas partnership fuels progress to the Formula 1 grid
Jonathan Wheatley, Team Principal of the future Audi F1 Team, highlighted the impact of the partnership. To begin with, he said it united “two iconic brands – the four rings and the three stripes – on a global stage.” He explained that with adidas, the team equipped its people with elite gear that enhanced performance where it mattered most. Moreover, he noted that both brands shared a commitment to innovation, style, and excellence beyond racing. Finally, Wheatley emphasized that together they created bold activations and groundbreaking experiences.
“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. 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.”
