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New Delhi: Adidas have signed a multi-year deal with Audi’s Formula One team before the German car manufacturer’s debut in the 2026 season. The contract makes the sportswear the official team partner, extending their motorsport presence with F1, now gaining eyeballs from across the world.
The partnership will see production of technical gear for Audi’s drivers and mechanics, along with a consumer line that is set to launch in February 2026. Adidas more recently came into a partnership with the F1 team Mercedes-AMG, coming in place of Puma, as the team’s apparel supplier. However, Puma are still the F1’s official provider for licensed merchandise.
Audi will compete with a factory team and hybrid power unit developed in Germany, with the new FIA regulations taking effect in 2026. The regulations require sustainable fuels and a surge in terms of the electric component of the hybrid system to almost 50 per cent of total power output.
Audi’s F1 operations will be across three locations: the power unit development will happen in Neuburg an der Donau, Germany; for chassis development and race operations, the base is Hinwil, Switzerland and technical support in the United Kingdom. Audi is very committed to the project and showcases the complications that operating an F1 team is becoming.
In the Adidas collection, it will come with apparel, footwear and accessories available globally before Adui’s first run around the grid. For Adidas, the consumer line is a big capital return, with F1 merchandise growing quite well. Audi’s team principal, Jonathan Wheatley, said that the partnership’s focus on both their performance and bringing a fanbase for them. It is being deemed as the partnership of two big brands.
