Williams goes street style! New Era takes over team wear in 2026 shake up
New Era and Atlassian Williams Racing have announced today (2nd of September), a muti-year partnership beginning in 2026 where New Era will design along with produce apparel, headwear as well as accessories for the team, drivers in addition to the fans. The collaboration officially starts at the beginning of the 2026 Formula One (F1) season following Williams’ current partnership with PUMA through the end of 2025.
Across all 24 F1 races globally with New Era outfitting Williams Racing at every event. The partnership also extends to Sim Racing, the Williams Driver Academy and Williams Heritage.
Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing, said: “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.”
Combines sportswear innovation with motorsport heritage elevating Williams’ brand presence and reach new audiences through style, tradition as well as cultural influence. As its part of Williams’ broader mission to redefine its identity and reconnect with fans during its competitive resurgence.
With a shared vision for pioneering performance and cultural influence, New Era brings over a century of sportswear innovation to Williams Racing.
Paul Gils, VP EMEA and India, 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.”
Which is one of the most-successful teams in F1 history and has put fans at the heart of its comeback mission to win multiple World Championships again.
In a first of its kind agreement in the company’s 105 year history, from the start of next season New Era will dress Williams Racing from head to sock at every race across the globe as Official Team wear and Head wear Partner.
Timmins, said: “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.”
The range, in signature Williams colours will embody speed, precision and style while meeting the demand required by driver, engineers as well as pit crew alike. To complement the team kit, fans can expect a curated line of elevated styles, lifestyle collections and race specials which will launch throughout the season.
This ground-breaking partnership means New Era, synonymous with sports culture and street wear style continues its expansion into motorsport with five other head wear partnerships on the grid.
Gils, said: “Together, we will create world class products for a global fan base that speaks to tradition, innovation and a bold future – both on and off track.”
The team would like to thank current Official Partner PUMA who have dressed the team since the start of 2024 and have been an important partner in our comeback journey. Together, Williams and PUMA will continue to fight for every point during the remainder of the 2025 season and bring fans exciting new collections in the races ahead.
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