Adidas, the German sportswear giant, has been named as the official apparel partner of the upcoming Audi Formula 1 (F1) team.
As part of a multi-year agreement, Adidas and Audi will jointly develop performance-oriented equipment for the team, including the drivers, mechanics, engineers, and other team members at the track.
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The two brands will also collaborate to launch an exclusive product line of apparel, footwear, and accessories worldwide.
The global launch of the Adidas and Audi F1 collection is planned for February 2026.
Adidas is understood to have beaten off competition from rival Puma to secure the contract with the Audi team.
The deal is estimated to be worth $30 million annually.
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By GlobalDataAdidas made its first entry into F1 this season through a partnership with the UK-based Mercedes-AMG Petronas team, taking over from Puma.
Puma, however, continues to have a strong presence in F1, having signed a kit supply deal with the Aston Martin team for the 2025 season, adding to existing partnerships with the Ferrari, Sauber, and Williams teams. The brand also has a partnership with F1.
Bjørn Gulden, CEO of Adidas, said: “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. 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.”
Audi has already secured several commercial partnerships to support its relaunch, including oil and gas giants BP and Castrol, and international banking and payments startup Revolut as its first title sponsor.
The team’s commercial partnerships are being brokered by premium experiences and retail agency Legends, which is building out Audi’s portfolio.
Audi will debut in the 2026 F1 campaign, replacing the Sauber team.
The current Sauber team is title sponsored by crypto casino and sports betting platform Stake, and its livestream platform Kick.
That deal runs through the end of the current 2025 campaign, after which Audi, which acquired 100% of Sauber in 2024, will supplant the Swiss motorsports organization as the operator of the team.
