Three stripes meet four rings: Audi has signed Adidas as its official apparel partner ahead of the German manufacturer’s works entry into Formula 1 in 2026.
The multi-year deal will see Adidas outfit the future Audi F1 team from its debut season, adding a heavyweight lifestyle brand to a project that’s gathering momentum in Hinwil. It’s a neat bit of symmetry too — two Bavarian giants linking up around a programme built on precision engineering and sharp design, with plenty of crossover potential away from the pit lane.
Gernot Döllner, CEO of AUDI AG and Chairman of Sauber Motorsport AG’s board, framed it as a continuation of a long-running relationship: “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.” He also teased the aesthetic direction, promising an upcoming Adidas collection “characterized by clarity and precision, just like Audi’s new design philosophy.”
For Adidas, it’s a visible step back into grand prix racing with a factory team as the sport prepares for its 2026 reset. CEO Bjørn Gulden called the tie-up “an exciting new chapter in motorsport,” adding: “Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter… 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.”
Expect the partnership to cover team kit, travel wear and fan merchandise as a starting point, with the kind of collaborative drops that tend to light up social feeds during launch season. The real value, though, often shows up in the details — fabrics that breathe better on a sweltering pit wall, smart layering for night races, and a unified look that turns every garage appearance into a brand statement. In a series where image and performance are welded together, apparel partners matter more than the casual eye gives them credit for.
Jonathan Wheatley, team principal of the future Audi F1 squad, said the agreement is as much about culture as clothing. “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,” he said. “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.”
Audi’s F1 project continues to spool up behind the scenes as Sauber carries the baton on track through 2025. The apparel announcement follows the wider commercial groundwork you’d expect ahead of a factory entry: locking in partners who can scale globally, speak to road-car audiences, and bring a bit of swagger to the launch photos. Pair that with a clean-sheet 2026 ruleset and a brand that knows a thing or two about disciplined aesthetics, and you can see why both sides are leaning into phrases like “clarity” and “precision.”
For fans, the headline is simple enough: Audi will arrive in 2026 with a look and feel that’s immediately recognizable, courtesy of a partner that knows how to turn sport into culture. For the paddock, it’s another sign the Hinwil operation is shifting decisively into works-team mode — and doing it with the kind of blue-chip names that tend to stick around.
Four rings. Three stripes. One box ticked for 2026. More to come.
