Adidas has revealed its Formula 1 apparel team partnership with the Revolut Audi team. The multiyear contract, unveiled Thursday, will start in 2026 and coincides with the team’s official entry into the motorsport category.
The Audi F1 project has been in the works since 2022, when it announced it would enter as an engine manufacturer. The team currently races under the Stake F1 Kick Sauber name until the end of the year, where it will then transition over to being the Revolut Audi F1 team. Audi also signed a multiyear deal with Revolut at the end of July to be its title sponsor.
The apparel partnership will encompass the two brands, which share German heritage, developing tailored high-performance-oriented equipment for Audi’s drivers, Nico Hülkenberg and Gabriel Bortoleto, engineers, mechanics and other team personnel. The team said the goal is to have “functional products” outfitted to help them reach “peak output” on the track.
An Audi Formula 1 team x Adidas collection is also expected to launch ahead of the 2026 season in February. Audi said the collaboration will combine “stylish designs” with “cutting-edge tech” from Adidas and encompass apparel, footwear and accessories lines that will be available globally ahead of the first race.
This is the second apparel partnership Adidas has inked — the first being Mercedes, which signed a deal this year with the German company after it parted ways with Tommy Hilfiger.
In an interview with Footwear News, Michael Batz, global vice president of Adidas Motorsports, said that Audi is the perfect partner for Adidas as the two brands share the same values of performance, innovation and putting athletes and fans at its core.
“Our partnership with the future Audi F1 team allows us to engage deeply with the F1 ecosystem, from technical team apparel to fan collections,” explained Batz. “With Liberty Media driving new audiences in the sport, including younger and more diverse fans, we have the opportunity to connect with emerging consumer groups and inspire them through authentic storytelling. This approach strengthens our presence in motorsport and helps introduce new audiences to both Adidas and F1.”
Batz said that the partnership continues Adidas’ mission to “maximize top sports credibility” by connecting both sport and culture. One example of this is Adidas Originals joining forces with the Mercedes team and Bad Bunny to take to the streets of San Juan, Puerto Rico, with a demo car run by Esteban Gutiérrez on Aug. 2.
“Motorsport, especially Formula 1, allows us to extend our footprint into a high-performance on the global stage,” continued Batz. “Together with Audi, we are partnering to create authentic, performance-driven products and experiences that resonate with fans and athletes worldwide, reinforcing the global relevance of both brands.”
Jonathan Wheatley, team principal of Sauber and future team principal for Audi, told FN that the deal allows Adidas to be part of Audi’s team growth from the start and connect with a new wave of fans. Moreover, he emphasized the deal as a partnership — not a sponsorship — stating that it goes far beyond the sporting goods manufacturer simply putting its name on the car. And from a brand perspective, the two said they will gain from each other mutual brand appeal and cultural relevance.
“Adidas has transcended sport to become a global cultural institution, deeply embedded in music, fashion and street culture,” said Wheatley. “This is the cultural resonance we aim to build for the future Audi F1 Team. This is a partnership of two global icons built on a shared DNA of performance, innovation and design. It’s a strategic alliance for mutual growth. For us, it provides a direct line to Adidas’ massive global audience in fashion and culture. It’s a union of the four rings and the three stripes — a perfect synergy as we build a team to compete at the highest level of motorsport.”
Wheatley said the decision to announce the move well ahead of the 2026 season is a declaration of its long-term intent — especially as the Audi F1 team continues to build its brand identity from the ground up, Adidas will be one of its co-creators. Moreover, the ultimate goal for Audi is to build a “cultural icon” brand that resonates far beyond the racetrack.
Wheatley said the two companies are looking to create a larger narrative around the brands to extend beyond the “bubble” of motorsports; Audi wants to become synonymous with being a progressive and performance-led lifestyle brand.
“Together with Audi, we are partnering to create authentic, performance-driven products and experiences that resonate with fans and athletes worldwide, reinforcing the global relevance of both brands. This collaboration strengthens the credibility of both brands, offering fans a connection to the sport that is both authentic and aspirational — while creating unique, culturally relevant stories that only Adidas and Audi together can tell,” concluded Batz.
