New Era Boosts Partnership with F1 via Atlassian Williams Racing

## Atlassian Williams Racing Welcomes New Era Partnership

Atlassian Williams Racing, the renowned British Formula 1 team, has announced a multi-year collaboration with the American lifestyle brand New Era. This partnership is set to kick off during the 2026 Formula 1 season.

### A Fresh Teamwear Design

New Era will be responsible for crafting and supplying an extensive collection of apparel, headwear, and accessories for the team, its drivers, and fans. This move comes as Atlassian Williams Racing transitions away from its previous apparel partner, Puma.

New Era’s statement highlights the significance of this partnership as a historic first in the company’s 105-year existence. They will provide official teamwear and headwear for all 24 races worldwide, aiming to outfit Atlassian Williams Racing “from head to sock.”

### Stylish and Functional Gear

The apparel for the team and drivers, including Alex Albon and Carlos Sainz, will reflect the signature colors of Williams. The designs are set to embody key elements of speed and precision, meeting the high standards expected by drivers, engineers, and pit crews.

In addition to team gear, New Era plans to introduce a special line featuring elevated styles. This will include lifestyle collections and exclusive race-themed items throughout the racing season.

### Comprehensive Partnership

Beyond just the racing team, New Era will also support all aspects related to Atlassian Williams Racing, such as Sim Racing, the Williams Racing Driver Academy, and Williams Heritage.

Paul Gils, the Vice President of EMEA and India at New Era, expressed pride in collaborating with one of the most iconic names in motorsport. He noted that this partnership reflects a commitment to tradition, innovation, and a bright future both on and off the track.

### Expanding Horizons

New Era is widely recognized in the fashion industry for its connection to sports culture and streetwear. The brand holds over 500 licenses, including partnerships with the NFL, NHL, NBA, and MLB. This alliance with Atlassian Williams Racing marks another advancement in its venture into motorsport, joining existing partnerships with teams like Alpine, McLaren, Haas, Red Bull, and VCARB.

Luke Timmins, the merchandise and licensing director at Atlassian Williams Racing, emphasized the team’s legacy of innovation in racing. He stressed that this unique partnership with New Era will enhance their presence and engage new audiences as they aim for victory once again.

What are your thoughts on this exciting partnership?