Williams F1 and New Era Forge a New Culture of Speed and Style

LONDON, UK – January 21, 2026 – In a landmark move that bridges the gap between the Formula 1 paddock and global street culture, the Atlassian Williams F1 Team and iconic lifestyle brand New Era have unveiled their debut teamwear collection. The multi-year partnership marks New Era’s first-ever comprehensive teamwear collaboration in the pinnacle of motorsport, signaling a bold new chapter for both organizations ahead of the 2026 season.

The collection, launched today, features a full range of apparel, headwear, and accessories designed not only for drivers Alex Albon and Carlos Sainz and their trackside crew but for the team’s millions of fans worldwide. It represents a significant fusion of New Era's 106-year American sporting heritage with the precision and innovation of one of Britain’s most storied racing teams.

A Strategic Alliance Beyond the Paddock

This partnership is far more than a simple branding exercise; it represents a calculated strategic alignment for two entities on ambitious growth trajectories. For Williams, this collaboration is a cornerstone of a broader rejuvenation strategy that has been gaining momentum since the team's acquisition by Dorilton Capital in 2020. After years of struggling at the back of the grid, the team is investing heavily to restore its competitive edge, a strategy validated by its fifth-place finish in the 2025 Constructors' Championship—its most successful season in nearly a decade.

Under the leadership of Team Principal James Vowles, Williams has pursued what he terms "authentic partnerships, not stickers on a car." This ethos is evident in major commercial deals, including the title sponsorship with software giant Atlassian. The New Era partnership fits seamlessly into this vision, providing the team with a high-quality, globally recognized apparel partner that enhances its brand identity and commercial appeal. The deal also extends to all Williams entities, including its Sim Racing team, Driver Academy, and Heritage division, ensuring a consistent and modern brand image across the board.

For New Era, the move into Formula 1 is a significant step in its global expansion and product diversification strategy. Traditionally dominant in North American sports like baseball and football, the Buffalo-based brand has been actively expanding its footprint into new global sports arenas. This F1 partnership follows recent high-profile agreements with the NHL and LIV Golf, demonstrating a clear intent to conquer new markets and demographics. By aligning with an F1 team, New Era taps into a passionate, affluent, and international fanbase, bringing its cultural cachet from the stadium stands to the Grand Prix grandstands.

"Beginning our journey with Atlassian Williams F1 Team reflects New Era's continued commitment to global sport and culture," said Christopher Koch, CEO of New Era. "By combining our cultural heritage with one of motorsport's most respected and resurgent teams, we are translating the energy, precision, and legacy of racing into a new form of expression for fans."

Creating a Culture of Speed and Style

The debut collection is anchored by the global campaign, Creating the Culture of Speed, which stars drivers Alex Albon and Carlos Sainz. The campaign and the apparel itself are designed to merge the worlds of high-performance motorsport and contemporary lifestyle fashion.

The apparel line offers engineered silhouettes in both men's and women's fits, crafted to meet the demanding travel and performance needs of an F1 team. The collection is built around a sleek dark navy color palette, with tonal graphics inspired by the tyre marks left on asphalt during high-speed cornering. Signature pieces include technical rain jackets and padded gilets for the trackside environment, alongside a standout varsity jacket that pays homage to New Era's deep roots in American sportswear.

As expected from the world’s leading headwear brand, the collection features an extensive range of caps and hats. Fan-favorite styles like the curved 9FORTY, the flat-brimmed 9FIFTY snapback, and the classic Bucket Hat are all present, each emblazoned with the Atlassian Williams F1 Team logo and New Era’s signature embroidered flag. This comprehensive offering ensures that the team’s new identity will be visible from the pit wall to the city streets.

"Today's team kit launch is an exciting milestone in our partnership with New Era," commented James Vowles. "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."

Empowering the Fanbase

A key pillar of Williams' revival strategy is deepening its connection with its supporters, and this partnership powerfully reinforces that commitment. In a move that generated significant buzz, design elements from the new team kit have been incorporated into a special testing livery for the 2026 car, the FW48. Crucially, the final design was chosen by the fans themselves.

The winning livery, dubbed "Flow State," was selected from six potential designs in a global vote that attracted over 54,000 participants from 162 countries. This initiative follows previous successful fan-led campaigns, demonstrating the team's dedication to making its supporters feel like an integral part of its journey. The fan-selected livery will make its debut when the FW48 hits the track for the first time in Barcelona next week, giving fans an immediate and tangible connection to the team's 2026 campaign.

This approach not only drives engagement but also modernizes the team's brand, connecting its rich heritage—symbolized by the recent reintroduction of the iconic 'Forward W' logo—with a new generation of fans who value participation and co-creation. It’s a savvy strategy that transforms passive viewers into active participants in the team's story.

Navigating a Competitive Grid

New Era enters a fiercely competitive Formula 1 merchandise market. The sport's fashion influence has exploded in recent years, attracting major players and blurring the lines between team support and high fashion. Puma holds a significant position as an official licensing partner for the sport, while Adidas recently entered the fray through a partnership with the Mercedes-AMG F1 team. The landscape ranges from ultra-luxury collaborations to more accessible fan gear.

In this environment, New Era's unique brand identity is its greatest asset. The company brings a level of streetwear credibility and cultural authenticity that sets it apart. While other brands focus purely on performance or luxury, New Era is positioned to capture the crossover audience that sees sport as an integral part of their lifestyle and identity. The partnership with Williams allows the brand to tell a compelling story of heritage, resilience, and style.

The full 2026 collection is available now on the official New Era and Williams F1 websites, as well as at select retailers. Fans can also look forward to a series of limited-edition collection launches for select races throughout the season, designed to bring them closer to the action than ever before.