Audi confirmed today that it has officially linked up with adidas to become the team’s official apparel partner, bringing the iconic three stripes to the four rings’ first-ever Formula 1 effort.
Rumors first dropped of the adidas partnership back in June. First reported on by Bild, this website covered the story in more detail for that story, reporting on how adidas had already secured a partnership with Mercedes-AMG Petronas and maintains an online motorsport store. Yes, I checked it for any early Audi gear. As of this writing, nothing was there yet.
For Audi aficionados, this is one of those moments where motorsport heritage and cultural cachet collide. Audi has leaned on adidas before — think Le Mans, DTM, football, and countless sporting projects where the two German powerhouses have partnered. Now, they’re carrying that relationship to the biggest stage in global motorsport. The collaboration means not just performance gear for the team’s drivers, mechanics, and engineers, but also a full lifestyle collection for fans — rolling out before the very first lights-out in 2026.
The promise? A blend of Audi’s new design language — clean, sharp, precise — with adidas’ arsenal of high-tech materials and know-how. That means kit designed to keep the crew cool under the heat of the Monza sun, but also trackside style around the paddock and beyond. And for fans, it’s an early chance to wear your Audi F1 pride with apparel, footwear, and accessories hitting shelves worldwide.
For adidas, this marks a growing segment supporting F1. Aligning with strong German factories like Mercedes-Petronas AMG and now Audi places the apparel brand in a strong position to offer a compelling portfolio for fans. Longtime rival Puma also has its own F1 relationships including Scuderia Ferrari, Williams Racing and the overall F1 brand. Puma also has licensing deals with two of Audi’s chief historic rivals on track – BMW Motorsport (DTM and GT racing) and Porsche Motorsport (Le Mans & GT racing), which makes you wonder if that helped make Audi’s decision to go with adidas that much easier.
Audi CEO Gernot Döllner called it a continuation of a long-standing friendship: “Shaping our Formula 1 entry together with adidas underscores the trust and appreciation we have for our collaboration.” adidas boss Bjørn Gulden was just as bullish, describing the partnership as an “exciting new chapter in motorsport” — one that ties together two of Germany’s most recognizable icons. And new Audi F1 Team Principal Jonathan Wheatley cut to the core: “With adidas, we’re equipping our people with elite gear that enhances performance where it matters most. Beyond racing, we share a commitment to making an impact off the track.”