Audi hasn’t even turned a wheel in Formula One yet, but it already feels like they’re shaking things up. The team, set to join the grid in 2026, just dropped some huge news: they’re teaming up with Adidas. And honestly? It makes perfect sense.
“It was our dream partner,” Stefano Battiston, Audi F1 Chief Commercial Officer admitted. “We wanted to go beyond motorsport — not just make racing gear, but something you’d actually want to wear out on the street.”
That means fans won’t just see the three stripes in the garage; they’ll see them on a brand-new collection of apparel designed for both performance and lifestyle. Think streetwear you’d rock at a bar or party, as well as the technical kit worn by drivers, mechanics, and engineers at the track.
And it’s not just about clothes. It’s about connecting with fans. Audi knows there are longtime supporters who live for the sport’s legacy, but also a new wave of people discovering F1 through fashion, culture, and social media. “We want to speak to both groups,” Stefano Battison said. “We’re here to be the team for the next generation.”
That’s the cool thing about Audi’s arrival: they’ve got decades of motorsport success behind them, but in Formula One they’re the new kid on the block. A giant brand entering as a challenger, building from scratch, inviting fans to follow the journey from day one.
And yes — they promised to stock the champagne. Because they’re planning to need it.
So whether you’re into racing, fashion, or just love a good underdog story, Audi’s F1 adventure with Adidas is one to watch. Four rings. Three stripes. A new chapter in Formula One.
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