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The Audi F1 Team and adidas (sic) today announced a multi-year partnership whereby the German sporting goods manufacturer becomes the team’s official apparel partner. The collection will be released before the start of the 2026 season when Audi takes over Sauber Motorsport.*
“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,” said Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG.
As part of the relationship, adidas and the future Audi F1 Team are working together to develop a collection of high-performance equipment – fulfilling specific requirements – for the drivers, mechanics, engineers, and other team members at the track. The stated goal “is to create functional products that provide the team with the best possible support for their daily work and promote peak output.”
“As fans are at the heart of this partnership, adidas and the future Audi F1 Team have embraced their passion for the sport from the very beginning, shaping a collaboration that goes beyond the mere development of apparel. United by a shared cultural passion for sports and innovation and emotional design, the two brands will launch an exclusive product line of apparel, footwear, and accessories worldwide — even before the first race — giving fans the opportunity to show their solidarity with the team,” Audi 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,” said Jonathan Wheatley, Team Principal of the future Audi F1 Team.
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About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – Audi F1 and Adidas
Click for more.
The Audi F1 Team and adidas (sic) today announced a multi-year partnership whereby the German sporting goods manufacturer becomes the team’s official apparel partner. The collection will be released before the start of the 2026 season when Audi takes over Sauber Motorsport.*
“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,” said Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG.
As part of the relationship, adidas and the future Audi F1 Team are working together to develop a collection of high-performance equipment – fulfilling specific requirements – for the drivers, mechanics, engineers, and other team members at the track. The stated goal “is to create functional products that provide the team with the best possible support for their daily work and promote peak output.”
“As fans are at the heart of this partnership, adidas and the future Audi F1 Team have embraced their passion for the sport from the very beginning, shaping a collaboration that goes beyond the mere development of apparel. United by a shared cultural passion for sports and innovation and emotional design, the two brands will launch an exclusive product line of apparel, footwear, and accessories worldwide — even before the first race — giving fans the opportunity to show their solidarity with the team,” Audi 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,” said Jonathan Wheatley, Team Principal of the future Audi F1 Team.
AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.