Business: Williams and New Era unveil 2026 team kit at London launch event

F1 Grand Prix, GP Mexico, Autódromo Hermanos Rodriguez

The Atlassian Williams F1 Team and New Era have officially unveiled the squad’s 2026 Formula 1 team kit at a launch event in central London, marking the first major product of their new partnership.

The presentation took place at One Marylebone, which was transformed into a Williams‑inspired environment featuring kit displays and interactive installations as the team prepares for the sport’s new regulations era.

Designed and produced by New Era, the collection will be worn by drivers Alex Albon and Carlos Sainz, along with engineers and team personnel, throughout the upcoming 24‑race season. The range includes men’s and women’s fits engineered for the performance and travel demands of a modern F1 operation.

Outerwear highlights include a rain jacket, padded jacket, gilet and a varsity‑style jacket referencing New Era’s sporting heritage. Base layers such as tees, tech polos and hoodies feature a dark navy palette with tonal graphics inspired by tyre marks through high‑speed corners.

A comprehensive headwear line anchors the collection, spanning the curved 9FORTY, 9FIFTY snapback, trucker, bucket hat, knit beanie and the iconic fitted 59FIFTY. Each piece carries the Atlassian Williams F1 Team logo alongside New Era’s embroidered flag. A selection of accessories will also be available to fans.

Design elements from the kit have been incorporated into a fan‑selected testing livery for the FW48, which will run for the first time in Barcelona next week.

The launch coincides with the debut of Creating the Culture of Speed, a campaign fronted by Albon and Sainz that blends New Era’s design heritage with Williams’ engineering identity. The initiative aims to reinforce the team’s evolving brand as it continues its long‑term transformation.

Carlos Sainz praised the collaboration, saying: “New Era is one of the coolest and most respected brands in sport, with an amazing history across so many teams around the world, and this partnership is another sign of how Atlassian Williams F1 Team is really trying to push the boundaries in all areas.

"Our New Era team kit for 2026 looks incredible and I can’t wait to see our passionate fans everywhere wearing it to show their support for Williams.”

Team Principal James Vowles highlighted the significance of the launch for the organisation’s identity: “Today’s team kit launch is an exciting milestone in our partnership with New Era.

"The kit represents who we are as a team right now – proud of our history, confident in our identity and focused on the future. We’re delighted to be able to share this moment with our fans and to see the team take to the grid in New Era for the first time.”

New Era CEO Christopher Koch emphasised the cultural dimension of the partnership: “Beginning our journey with Atlassian Williams F1 Team reflects New Era’s continued commitment to global sport and culture.

"By combining our cultural heritage with one of motorsport’s most respected teams, we are translating the energy, precision, and legacy of racing into a new form of expression for fans.”

Williams enters 2026 following its strongest season since 2016, finishing fifth in the Constructors’ Championship with 137 points, two Grand Prix podiums and its first Sprint podium. The team says the new kit reflects its renewed confidence and ambition to return to championship‑contending form.

A broader range of New Era x Williams products — including lifestyle collections and race‑specific releases — will follow throughout the season. The 2026 team kit will be available to fans from 21 January via williamsf1.com, neweracap.eu and selected retailers.