Williams Racing Strikes Landmark Apparel Deal with New Era from 2026

Atlassian Williams Racing has announced a multi-year partnership with American lifestyle and headwear brand New Era, beginning in the 2026 Formula 1 season. The agreement will see New Era replace Puma as the team’s official apparel partner, producing a full range of apparel, headwear, and accessories for drivers, engineers, pit crew, and fans. The deal marks a first-of-its-kind move in New Era’s 105-year history, as the brand commits to outfitting the entire team “from head to sock” at all 24 races worldwide.

The new teamwear collection, designed for drivers Alex Albon and Carlos Sainz, will feature Williams’ signature colours and blend speed, precision, and style with the technical requirements of Formula 1. In addition to official teamwear, New Era will also launch lifestyle collections and special race editions throughout the season, aiming to connect with global fans both on and off the track. The partnership will extend across all Williams divisions, including Sim Racing, the Williams Racing Driver Academy, and Williams Heritage.

New Era, best known for its deep roots in sports and streetwear culture, holds more than 500 licenses worldwide, including with the NFL, NBA, NHL, and MLB. Already present on the F1 grid through headwear deals with Alpine, McLaren, Haas, Red Bull, and VCARB, the Williams agreement significantly expands its footprint in motorsport. Describing Williams as an “iconic name in racing,” New Era said the collaboration reflects a shared vision of innovation, tradition, and a bold future for the team as it pushes to return to the top of Formula 1.

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