Adidas is entering Formula 1 as Audi’s official supplier, becoming a partner to both German factory teams.
German sporting goods manufacturer Adidas will be the official supplier to the new Audi team, which will enter Formula 1 in the 2026 season. This makes Adidas a partner to both German factory teams, as Mercedes has also been relying on the Herzogenaurach-based brand since 2025.
Adidas CEO Björn Gulden spoke of an “exciting new chapter” on the occasion of Audi’s announcement, saying: “As part of our ongoing commitment to Formula 1, this partnership underscores our focus on working with brands that share our values and innovative approach – both on and off the racetrack.”
That’s why Adidas and Audi are launching two collections: one “tailored to the specific requirements” of the team members at the track, which is designed to be ‘functional’ and “promote peak performance.” The other is an “exclusive product line consisting of clothing, shoes, and accessories” for Formula 1 fans.
Audi boss Gernot Döllner emphasizes: “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.” Team boss Jonathan Wheatley also promises “bold brand activations and groundbreaking experiences” – but does not go into further detail.
Audi’s known Formula 1 partners to date
Audi only announced its title sponsor for the new Formula 1 team in July 2025: British financial services company Revolut is lending its name to the racing team and supporting Audi with its tools.
Back in 2024, Audi announced a collaboration with the British bp Group and its subsidiary brand Castrol, which will provide fuels and lubricants for the Formula 1 team. However, this partnership had already begun in 2022 so that bp/Castrol could be involved in the development of the Formula 1 powertrain from the outset.
Following the transition from Sauber to Audi, the driver duo remains unchanged: German Nico Hülkenberg and Brazilian Gabriel Bortoleto are also set for 2026. Hülkenberg recently achieved Sauber’s first podium finish in many years at Silverstone, while Bortoleto has scored points in four of the last six Formula 1 race weekends.
