Audi Announces Key Partnership With Adidas Before The Start Of The 2026 Season
This multi-year partnership kicks off in 2026 will make Adidas the German auto giant’s official apparel partner coinciding with Audi’s official entry into the sport
Audi and Adidas have agreed on a multiyear partnership ahead of their F1 debut next year. As part of the partnership, the Herzogenaurach based apparel company and the future Audi F1 Team will work closely to develop a collection of high-performance equipment not only for the drivers but also for the crew involved from engineers, and other team members at the track.
According to a press statement, Gernot Döllner, CEO, Audi AG and Chairman of the Board of Directors of Sauber Motorsport AG, “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 upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy. “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.”
In a similar press statement, Bjørn Gulden, CEO, Adidas, “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!”
Currently, Adidas serves as kit supplier to the Mercedes F1 team. This deal is also crucial as Audi in 2024 moved to take a 100% stake in Swiss operation Sauber, a Swiss motorsport engineering company best known for designing and building Formula One race vehicles, as well as owning a Formula One race team