Business: Adidas reveals why it will collaborate with Audi in 2026 despite its existing collaboration with Mercedes

Adidas confirmed earlier this month that it will extend its commitment to Formula One by signing a contract with the future Audi F1 team, and the German sportswear manufacturer has now revealed that it is intent on "engaging a new generation of motorsport fans."

Audi and Adidas announced a multi-year collaboration earlier this month that will see the famous German sportswear company become the official apparel partner for the future Audi Formula 1 team, which will debut in 2026 after taking over Sauber.

Adidas signed an arrangement with Mercedes ahead of the current season, and the announcement thus means that the German sportwear manufacturer will support two F1 teams at the same time.

The deal mirrors a similar arrangement with Mercedes, and it will see a range of equipment supplied to the drivers, mechanics, engineers, and other team members at the track. As part of the agreement, the two parties will collaborate on a line of apparel, footwear and accessories to be released to the public before the first race of next year.

Commenting on the announcement, CEO of adidas, Bjoern Gulden added:“We are very proud to partner with the future Audi F1 team and support their debut into the highest level of competition for the sport. Bringing together the iconic Four Rings and our Three Stripes to the 2026 paddock marks an exciting new chapter in motorsport.

"As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track.

"We are very much looking forward to unveil all that we have planned as we look to enable the drivers and the team to succeed and engage a new generation of motorsport fans!”

Jonathan Wheatley, Team Principal of the future Audi F1 Team: “This partnership brings together two iconic brands—the Four Rings and the Three Stripes—on a global stage and it represents an exciting milestone in our journey as the future Audi F1 Team.

"With adidas, we’re equipping our team with role specific elite technical sporting gear that enhances human performance. Beyond the race, our shared ambition is to inspire a new generation of motorsport fans through innovation, style, and an unwavering pursuit of excellence."

Reflecting on the announcement, Sauber Motorsport's Chairman, Gernot Döllner stated: “adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance.

"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. The upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy.

"The fact that we are shaping our brand’s entry into the premier class of motorsport together with adidas underscores the great trust and appreciation we have for our collaboration.”