Audi and adidas take F1 off the track and into your wardrobe

Audi is shifting gears into Formula 1 with its own factory team from March, and fans can now get in on the action with a new lifestyle-meets-performance collection. The adidas x Audi Revolut F1 Team collection dropped globally in stores on 19 February.

The collaboration spans over 160 pieces, giving fans a choice between official teamwear and a lifestyle-focused fanwear line. Both promise adidas’ signature quality, comfort, and design.

In conversation with MARKETING-INTERACTIVE, Martin Bayer, managing director at Audi Singapore, said, "Lifestyle apparel plays an increasingly important role in extending the Audi brand beyond our core automotive offering. It allows us to connect with customers and fans in a more personal and expressive way, translating our performance DNA and progressive design language into everyday wear.”

The fanwear line, featuring the 'DNA' range, 'Elevated Fanwear' range, and drivers’ merchandise, is designed for everyday wear beyond race weekends. The 'DNA' range anchors the collection with essential pieces in the team’s primary colours, while the 'Elevated Fanwear' range blends clean design with subtle branding for a modern, lifestyle-ready look. Limited-edition special drops throughout the season aim to celebrate style, culture, and the evolving identity of the Audi Revolut F1 Team.

Don't miss: Audi F1 Team and adidas team up for high-performance style on and off the track

“Through Formula 1 and adidas, Audi can engage a broader global audience and connect with new fans who may first encounter the brand through sport and lifestyle, before experiencing our automotive innovations,” Bayer said.

In Singapore, he added, the collection creates additional touchpoints beyond the racetrack. “Selected pieces will be available at the Audi House of Progress Singapore from late March, allowing us to extend the F1 excitement into an ongoing brand experience. By integrating the merchandise within our showroom, we aim to create year-round engagement that connects motorsport passion with the Audi lifestyle.”

Official teamwear debuted in Berlin in January, combining the latest adidas technologies with designs tailored for drivers, engineers, and mechanics. Subtle grey and chalk tones echo the Audi R26’s titanium paint, while red accents reflect the team’s Formula 1 visual signature. Bayer highlighted the authenticity of the collaboration, noting that “both brands stand for technical excellence and forward-thinking design, making the partnership a natural fit both on and off the track.”

Fans can also engage digitally via the global Audi Revolut F1 Team app, which offers behind-the-scenes content, race insights, and interactive features designed to deepen engagement throughout the season. “While the app is led by the global team, it plays an important role in delivering experiential and informative content to local fans year-round,” Bayer said.

The F1 lifestyle collaboration also signals a blueprint for future initiatives. “The adidas x Audi Revolut F1 Team collection reflects how shared values can translate into deeper cultural relevance and customer engagement,” Bayer explained. “Locally, partnerships such as Burnt Ends Bakery at the Audi House of Progress Singapore have enhanced the brand experience by thoughtfully integrating F&B, lifestyle, and hospitality. We will continue exploring meaningful collaborations that strengthen Audi’s presence beyond the drive itself.”

The collection follows Audi’s unveiling of its new Formula 1 identity last November through the "Audi R26 Concept," which positions the global motorsport platform as a launchpad for a sweeping brand transformation from 2026 onwards.

Revealed at the Audi Brand Experience Center in Munich, the concept introduces the company’s refreshed visual identity, design philosophy, and new colour direction of titanium, carbon black, and Audi red, with red Audi rings reserved exclusively for its F1 presence. Audi CEO Gernot Döllner described the F1 programme as “the next chapter in the company’s renewal”, aimed at making the brand “leaner, faster and more innovative” while leveraging the sport’s global reach and younger fanbase.

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