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New Era and
Atlassian Williams Racing announce a multi-year partnership that will unite
two icons of sport and heritage from the start of the 2026 Formula 1 season.
As Official Team Partner, New Era will design and produce a full range of
apparel, headwear and accessories for the entire team, drivers, and fans
worldwide.
With a shared vision for pioneering performance and
cultural influence, New Era brings over a century of sportswear innovation
to Atlassian Williams Racing 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 Atlassian Williams Racing from head to sock at all 24 races
across the globe as Official Teamwear and Headwear Partner. The range, in
signature Williams colours, will embody speed, precision and style while
meeting the demands required by drivers, engineers and 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 groundbreaking partnership means New Era, synonymous
with sports culture and streetwear style, continues its expansion into
motorsport with five other headwear partnerships on the grid. New Era’s
first expansion into official teamwear apparel signifies its ongoing
commitment to product excellence across design, creation and distribution.
Paul Gils, VP EMEA and India, New Era: “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 will create world-class products for a global fan base that
speaks to tradition, innovation and a bold future – both on and off track.”
Luke Timmins, Merchandise and Licensing Director, Atlassian Williams
Racing: “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.”
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.
Atlassian Williams Racing 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. |
