New Era has officially entered the world of Formula 1 teamwear, unveiling its first-ever partnership with the Atlassian Williams F1 Team ahead of the 2026 season. The landmark collaboration sees the 106-year-old American sports and lifestyle brand design a comprehensive range of apparel, headwear and accessories for drivers, engineers, mechanics and fans worldwide.
The multi-year partnership brings together New Era’s century of sports heritage with the precision and innovation of British Formula 1 engineering, marking a bold new chapter for both brands as Williams prepares for the next era of competition.
Creating the Culture of Speed: A New Era for Williams F1
The launch is anchored by Creating the Culture of Speed, a global campaign starring Williams drivers Alex Albon and Carlos Sainz, which explores how British motorsport mastery collides with New Era’s global cultural influence beyond the paddock.
Blending Williams’ iconic racing legacy with New Era’s expertise in premium craftsmanship, the 2026 team kit has been engineered to meet the intense performance demands of Formula 1, while also reflecting the team’s confident identity on and off the track.
Design elements from the collection have also been incorporated into a fan-selected testing livery, which will feature on Williams’ 2026 challenger, the FW48, when it runs for the first time in Barcelona next week.
A Full Teamwear Collection for Drivers, Crew and Fans
At the heart of the collaboration is an extensive headwear range for men, women and youth, showcasing New Era’s most iconic silhouettes. The collection includes:
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9FORTY curved cap
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9FIFTY snapback
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Trucker cap
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Bucket Hat
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Knit Beanie
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The iconic fitted 59FIFTY
Each piece features the Atlassian Williams F1 Team logo on the front, paired with New Era’s signature embroidered white flag on the left-hand side, blending motorsport credibility with street-ready style.
The wider apparel offering has been designed to support the needs of the entire Williams operation — from race weekends to travel and fan wear — reinforcing the brand’s presence across the Formula 1 ecosystem.
Leadership Reactions: Blending Heritage With the Future
Speaking on the partnership, Christopher Koch, CEO of New Era, said:
“Beginning our journey with Atlassian Williams F1 Team reflects New Era’s continued commitment to global sport and culture. By combining our cultural heritage with one of motorsport’s most respected and resurgent teams, we are translating the energy, precision, and legacy of racing into a new form of expression for fans.”
James Vowles, Team Principal of Atlassian Williams F1 Team, added:
“Today’s team kit launch is an exciting milestone in our partnership with New Era. The kit represents who we are as a team right now – proud of our history, confident in our identity and focused on the future. We’re delighted to be able to share this moment with our fans and to see the team take to the grid in New Era for the first time.”
Where Motorsport Meets Global Culture
As Formula 1 continues to expand its global and lifestyle appeal, the New Era x Atlassian Williams F1 partnership signals a new approach to teamwear, where performance, heritage and cultural relevance collide.
With Williams’ resurgence on the grid and New Era’s influence across sport, music and streetwear, the collaboration sets the tone for how Formula 1 teams connect with fans in 2026 and beyond.
Find out more about New Era at: https://www.neweracap.co.uk
Learn more about the Atlassian Williams F1 Team at: https://www.williamsf1.com
