As Audi gears up for its Formula One debut next year, it has announced a multi-year partnership with adidas as its official apparel partner. This comes months after adidas collaborated with the Mercedes AMG F1 team.
The Audi F1 Team is all set to enter the F1 grid in 2026, having taken over the Sauber F1 team, headed by CEO and CTO Mattia Binotto, and team principal Jonathan Wheatley. The team’s drivers, mechanics, engineers, and other members at the track will sport adidas apparel next year.
For fans, both brands will launch a new line of apparel, footwear, and accessories at a global level before the team’s debut Grand Prix. The German automaker said in a statement that the goal of the partnership with adidas is to “create functional products that provide the team with the best possible support for their daily work and promote peak output.”
Addressing the partnership, Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, said in a statement:
An Audi F1 concept car is on display during the 20th Shanghai International Automobile Industry Exhibition, also known as Auto Shanghai 2023, at National Exhibition and Convention Center (Shanghai) on April 18, 2023 in Shanghai,…
An Audi F1 concept car is on display during the 20th Shanghai International Automobile Industry Exhibition, also known as Auto Shanghai 2023, at National Exhibition and Convention Center (Shanghai) on April 18, 2023 in Shanghai, China. Audi will race in Formula 1 in 2026 after acquiring a stake in the Sauber Group.
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“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 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, stated:
“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!”
Jonathan Wheatley, team principal of the future Audi F1 Team, said:
“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.”