New Era strengthens ties with F1 with Atlassian Williams Racing
British F1 team Atlassian Williams Racing has signed a multi-year partnership with American lifestyle apparel and headwear brand New Era_ starting from the 2026 Formula 1 season.
The move will see New Era designing and producing a full range of apparel_ headwear_ and accessories for the entire team_ drivers_ and fans_ replacing Atlassian Williams Racing_s current apparel partner_ Puma.
In a statement_ New Era said it was a first-of-its-kind deal in the company_s 105-year history_ and that it will dress Atlassian Williams Racing “from head to sock at all 24 races across the globe” as its official teamwear and headwear partner.
The range for the team and its drivers_ Alex Albon and Carlos Sainz_ will be in signature Williams colours_ and will “embody speed_ precision and style while meeting the demands required by drivers_ engineers and pit crew alike”.
To complement the team line_ New Era will also be launching a curated line of “elevated styles_” including lifestyle collections and race specials throughout the season.
New Era will also be the official partner to all Atlassian Williams Racing teams_ including Sim Racing_ the Williams Racing Driver Academy_ and Williams Heritage.
Paul Gils_ vice president of EMEA and India at New Era_ said: “Atlassian Williams Racing is one of the most iconic names in motorsport_ and we_re extremely proud to join them on their transformative journey of resurgence and redefinition.
“Together_ we_re creating world-class product for a global fan base that speaks to tradition_ innovation and a bold future – both on and off track.”
The American brand is well-known for its ties to the sports culture and streetwear style space_ and has more than 500 licenses in its portfolio_ including the NFL_ NHL_ NBA_ and MLB. This deal continues its expansion into motorsport_ as it has five other headwear partnerships on the F1 grid_ including Alpine_ McLaren_ Haas_ Red Bull and VCARB.
Luke Timmins_ merchandise and licensing director at Atlassian Williams Racing_ added: “For almost 50 years_ Atlassian Williams Racing has been known for its bold innovation and passion for racing.
“From our world-class drivers and engineers to our first-rate fans and partners_ we are building a team to win again and take pride in doing things differently. This first-of-its-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.”