Audi Secures Adidas as Official Apparel Partner for F1 Debut

Audi Secures Adidas as Official Apparel Partner for F1 Debut

Audi has partnered with Adidas as its official apparel supplier for its 2026 Formula 1 entry. This multi-year collaboration is a significant commercial step for the Audi F1 Team, solidifying its presence ahead of its grid debut.

Why it matters:

• Securing Adidas enhances Audi's brand appeal and commercial visibility before entering F1.
• It signifies F1's expanding global reach, attracting major sportswear investments.

The details:

Adidas will supply all team and driver apparel, plus exclusive fan merchandise. Audi Team Principal Jonathan Wheatley hailed the partnership as uniting "two iconic brands." The deal will not affect Mercedes' existing Adidas arrangement, common among F1 teams. This marks Audi's second major sponsorship, following fintech Revolut as title sponsor. Other teams are also securing new apparel partners: Cadillac signed Tommy Hilfiger, and Williams partnered with New Era.

What's next:

Adidas branding will feature prominently as Audi prepares for its 2026 F1 debut. Both brands aim to leverage this global platform for innovation and performance, setting the stage for Audi's highly anticipated entry into motorsport's pinnacle.