Adidas x Audi in F1: 2026 Apparel Grid

Adidas x Audi in Formula 1 is not just another sponsorship announcement. With Audi preparing for its 2026 debut, the adidas x audi in f1 2026 apparel grid marks a wider shift in how teams present themselves, how the paddock looks, and how Formula 1’s commercial identity is evolving heading into the next regulation cycle. This is about more than team kit. It is a signal of where money, branding, and fan engagement are moving as 2026 approaches. As of now, no official Audi Formula 1 fanwear is on sale, with retail launches expected closer to the team’s 2026 debut.

Key Points – adidas x audi in f1 2026 apparel grid

• Adidas has been confirmed as Audi’s official apparel partner for its 2026 Formula 1 entry
• The deal expands Adidas’ growing presence in F1, alongside its existing partnership with Mercedes
• Teamwear is increasingly treated as a commercial and identity platform, not background merchandise
• The 2026 season marks a broader reset in how Formula 1 teams approach branding, partners, and fan-facing revenue

Updated: 10 September 2025

Audi isn’t coming in alone. Revolut has been announced as title sponsor. BP will be on board as energy supplier. Adidas will now jump in as a founding partner, reshaping not just Audi’s identity, but the whole look of the grid. If you thought teamwear was background noise, think again.

Not Just Overalls. This Is Big Business.

Team kit used to be functional. Now it’s front-line branding. Audi’s deal covers every angle. Drivers. Mechanics. Engineers. Trackside and paddock. All kitted out in Adidas, tailored for their actual jobs. No generic gear here. Real design for the garage, the pit wall, and the press room.

Before a single Audi hits the circuit, the commercial groundwork is already being laid. Apparel, trainers, and lifestyle ranges are expected to form part of Audi’s launch strategy rather than arriving as an afterthought. This is about building identity early, not rushing product to market.

Mercedes First. Audi Next.

Don’t call this Adidas’ F1 debut. That came with Mercedes at the start of 2025. Tommy Hilfiger out. Adidas in. Instantly the kit looked sharper, the fit was tighter, and you could actually wear it outside the paddock. For Mercedes, Adidas meant front row visibility. For Audi, it’s different. A blank canvas. No legacy to deal with. No baggage. Just a chance to shape a new works team from scratch.

Why Adidas x Audi Matters Globally

On the surface, it looks patriotic. Two German giants. Two German teams. Both dressed by Adidas. But Germany is less than ten per cent of Adidas’ business. This isn’t about the flag. The real push is worldwide.

The United States sits top of the list. Three races. Growing crowds. Headroom to grow bigger. Latin America is in the frame as well, thanks to Gabriel Bortoleto staying in Audi’s line-up. A Brazilian on the grid again. Alongside him, Nico Hülkenberg brings the German link, ticking both national and global boxes. China and Asia? Still in the long-term plan. F1’s profile is only rising there.

How Drive to Survive Changed Fan Demand

The Formula 1 fanbase isn’t what it was five years ago. Netflix’s Drive to Survive pulled in a new crowd. Younger. More women. More casual fans who care about the lifestyle as much as the racing.

Adidas knows it. It’s not just about fireproofs and pit boots. It’s lifestyle. Pop-up shops in the city. Drops at big races. Collaborations with artists. F1 is fashion now, and Adidas wants to be everywhere fans are.

From the Garage Out: Performance-Led Teamwear

Jonathan Wheatley runs the show. Came in from Red Bull. Now steering Sauber as it becomes Audi. His focus is on performance. Every team member is treated as an athlete. Kit built for people, not just a logo. For Audi, it’s about identity before the car even hits the track.

Audi isn’t collecting dozens of minor partners. They want a few big ones. Revolut. BP. Adidas. Names with presence. Names that say something about the team’s ambitions.

2026 F1 Apparel Grid: Confirmed

Mercedes: Adidas (confirmed for 2026)
Audi: Adidas (confirmed for 2026)
Ferrari: Puma (confirmed for 2026)
McLaren: Puma (confirmed from 2026)
Red Bull: Castore (confirmed for 2026)
Alpine: Castore (confirmed for 2026)
Williams: New Era (confirmed from 2026)
Cadillac: Tommy Hilfiger (confirmed from 2026)
Haas: Castore (confirmed from 2026)
Aston Martin: Puma (confirmed for 2026)
RB (Visa Cash App RB): HUGO (confirmed for 2026)

Sourcing: Team announcements and major outlets (team media, Adidas press, Autosport/The Race). This page is updated as official 2026 apparel deals are confirmed.

Haas’ move to Castore for 2026 shows how teams are now locking in apparel and retail infrastructure early as part of wider commercial resets ahead of the regulation change.

Racing Bulls’ 2026 kit launch with HUGO highlights the other side of the shift, where apparel is being used to refine visual identity and sponsor hierarchy well before the car is revealed.

Brand-by-brand at a glance:

Adidas: Mercedes, Audi
Puma: Ferrari, McLaren (from 2026), Aston Martin
Castore: Red Bull, Alpine, Haas
HUGO: RB (confirmed for 2026)
New Era: Williams (from 2026)
Tommy Hilfiger: Cadillac (from 2026)

The Real Shift: Teamwear as Revenue, Culture, Identity

Teamwear isn’t about polos and jackets anymore. It’s revenue. Culture. Identity. These are million-pound deals now, with fan engagement built in. The grid is just as competitive in the wardrobe as it is on track.

Audi’s entry gets real in 2026. Testing begins as early as January. Fans won’t wait long to see the new kit, the fresh livery, and Audi’s first steps in Formula 1.

Formula 1’s next big fight is as much about the look as it is about the lap time.

FAQs

Who supplies Red Bull’s F1 apparel in 2026?
Castore.

Who supplies Haas F1 team in 2026?
Haas: Castore (confirmed from 2026)

Who supplies Aston Martin in 2026?
Puma for 2026

Is Adidas already in F1?
Yes. Adidas joined Mercedes in 2025 and expands with Audi in 2026.

When do 2026 team kits launch?
Most new kits drop Jan or Feb, ahead of pre-season testing.

Which brands lead the 2026 grid?
Adidas (Mercedes, Audi). Puma (Ferrari, McLaren, Aston Martin). Castore (Red Bull, Alpine, Haas). HUGO (RB). New Era (Williams). Tommy Hilfiger (Cadillac).