Today, we follow Formula 1 with our phones in one hand, popcorn in the other, and our fashion sense on the alert. It's no longer enough for a car to slice through the air with aerodynamic perfection - it now also has to look good in slow motion. And it's into this world that adidas, the icon of sports fashion, is entering with one of the most eagerly anticipated fashion-sports collaborations in recent years: a partnership with the future Audi F1 team.
Why adidas x Audi? In an era when F1 is becoming a global phenomenon where technology, celebrities, TikTok trends and high-octane drama intersect, it's more than just a partnership. It's a fashion forecast for the future. Adidas will be the official partner to equip the entire team – from drivers to mechanics – while delighting fans with a collection that will combine performance, style and the spirit of the future. The first collection? February 2026, just before Audi's debut on the starting line.
Three lanes, four circles, one vision: overtaking the future
When adidas and Audi step into the same box, something interesting happens: fashion gets a boost and engines get style. Together, they develop a full range of high-performance, technologically advanced and design-focused pieces for the entire team. But this isn’t just about better shoes for the mechanics or aerodynamic jackets for the drivers. It’s about reimagining the team’s visual identity, a new approach to F1 culture – one that will make the fans more fashionable and the paddock more exciting.
The partnership will not end with the racing season. Adidas and Audi want to create something that goes beyond the traditional role of technical partner. They are putting the fan culture – the fans who are the heart of the sport. The collection will include clothing, footwear and accessories that will not only be for those with VIP access to the paddock, but for anyone who wants to look like a team member on the couch (and why not?).
F1 is no longer just about speed – it's a statement
If you think this collaboration is just about logos, think again. Bjoern Gulden, CEO of adidas, is not hiding his excitement:
“The unification of our three belts and four circuits on the F1 scene marks the beginning of an exciting new chapter in motorsport.”
Adidas is not entering here as a silent sponsor, but as a co-creator of the team's new identity. Jonathan Wheatley, the new boss of the future Audi F1 team, adds:
“With adidas, we are equipping the team with technical equipment that actually improves human performance. And at the same time, we are inspiring a new generation of sports fans.”
The most philosophical was Audi CEO, Gernot Döllner:
“Our joint collection will be as precise and clear as Audi’s new design philosophy. It’s more than equipment – it’s a vision.”
What to expect in the collection adidas x Audi F1?
Collection adidas x Audi F1, which will be released in February 2026, will be global. Not just in terms of accessibility, but in its impact. It will combine streetwear with sports-technical functionality, paddock aesthetics with big-city fashion, and above all – fans with an identity they will wear proudly. Finally, we will be able to cheer in sneakers that are almost as fast as a car on the Monza straight.
And if you've ever imagined F1 as an unattainable celebrity sphere where you don't exist without a VIP badge, let adidas and Audi prove you otherwise. With this partnership, F1 is becoming more accessible, more cultural and more modern.
Conclusion: High-octane style
What happens when a sports icon with decades of tradition teams up with a tech giant entering the most glamorous and fastest arena in sports? You get a partnership that smells of rubber, adrenaline, and a freshly opened box of new sneakers.
February 2026 is a date to remember. Until then, we can only dream of standing in front of the TV in the new collection and shouting: “Look, I have that jacket too!”
