Adidas shifts gears with Audi F1 partnership to accelerate brand visibility

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Adidas has announced a multi-year global partnership with the Audi F1 team—set to join the Formula 1 grid in 2026. The partnership places Adidas as the official sportswear provider for the team, encompassing performance wear, travel gear, and footwear for drivers, crew, and staff.

Beyond outfitting the team, Adidas will collaborate with Audi to produce fan collections and co-branded merchandise, signalling a deep integration into the fast-paced world of Formula 1. As part of the agreement, the Adidas logo will also feature on the team’s car, drivers’ overalls, and team apparel—offering high-visibility placement across international broadcast and event coverage.

The move aligns with Adidas’ broader strategy to associate with elite sports properties and culturally relevant platforms. With Formula 1’s growing global fanbase—particularly among younger demographics—the partnership is a calculated brand play aimed at extending reach and engagement.

Sebastian Rudolph, Audi’s head of communications, described the collaboration as one built on shared values of innovation and performance. F1’s entry in 2026 is part of Audi’s electrification strategy, and partnering with a brand like Adidas helps amplify both sustainability and lifestyle narratives.

For Adidas, this marks a strategic expansion into motorsport, adding to its existing portfolio across football, athletics, and street culture.