As Audi revs up for its entry into formal motorsport with Formula 1, the automotive empire is bringing adidas into the passenger seat as the official partner of the Audi team.
The crux of the multiyear partnership is rooted in apparel, with adidas signing on to outfit the future team. The range is confirmed to be released before the start of the 2026 season, and leans into “clarity and precision,” echoing Audi’s new design philosophy.
“adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance,” said Gernot Döllner, CEO of AUDI AG. “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 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.”
Bjørn Gulden, CEO of adidas, echoed the sentiment, saying, “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.”
Jonathan Wheatley, the Team Principal of the future Audi F1 Team, also noted a shared commitment to the pursuit of excellence as the key to the pairing. “With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most,” he began. “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.”
Stay tuned for more information on the partnership as it transpires.
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