Strengthening alliance between New Era and Formula One racing, as outlined by the Atlassian Williams Racing partnership.
In a groundbreaking move, American brand New Era has announced a multi-year agreement with British Formula 1 team Atlassian Williams Racing. This marks New Era's expansion into the world of motorsport, adding another feather to their cap that already boasts over 500 licenses in sports culture and streetwear style, including the NFL, NHL, NBA, and MLB.
From the 2026 Formula 1 season, New Era will be the official partner to all Atlassian Williams Racing teams, including Sim Racing, the Williams Racing Driver Academy, and Williams Heritage. The partnership is a first-of-its-kind deal for Atlassian Williams Racing, and New Era will dress the team and drivers "from head to sock at all 24 races across the globe."
Luke Timmins, merchandise and licensing director at Atlassian Williams Racing, expressed his excitement about the partnership. "We are known for our bold innovation and passion for racing. This partnership will create world-class products that speak to tradition, innovation, and a bold future, both on and off the track."
The range will cater to the demands of drivers, engineers, and pit crew alike. The team apparel will be in signature Williams colors and will embody speed, precision, and style. New Era will design and produce a full range of apparel, headwear, and accessories for Atlassian Williams Racing, replacing Puma.
In addition, New Era will launch a curated line of "elevated styles," including lifestyle collections and race specials throughout the season. The partnership aims to help Atlassian Williams Racing reach new audiences and show up in style.
New Era has partnerships with five other Formula 1 teams, including Alpine, McLaren, Haas, Red Bull, and VCARB. However, this partnership with Atlassian Williams Racing is a first-of-its-kind deal in New Era's 105-year history.
This partnership is not just about sports; it's about tradition, innovation, and a bold future. It's about speed, precision, and style. It's about racing and fashion coming together to create something extraordinary. The countdown to the 2026 Formula 1 season has begun, and with New Era on board, it's going to be a thrilling ride.
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