Williams F1 Team launch new look ahead of 2026 Formula 1 season

The reveal took place at One Marylebone, where the historic venue was transformed into a Williams-themed garage experience featuring immersive installations and displays of the new team kit. The launch represents the first major commercial and visual milestone for Atlassian Williams F1 Team as it prepares for a 24-race season across 21 countries.

Designed and produced by New Era, the 2026 team kit will be worn by drivers Alex Albon and Carlos Sainz, as well as engineers and team personnel, throughout the upcoming season. The collection blends performance-focused design with lifestyle styling, reflecting the team’s renewed identity on and off the track.

The apparel range includes men’s and women’s fits engineered for the demands of travel and race operations. Key outerwear pieces include a rain jacket, a padded jacket and a gilet, alongside a varsity jacket that references New Era’s sporting heritage. The core collection is completed by tees, technical polos and hoodies in dark navy, with tonal graphics inspired by tyre marks laid down during high-speed cornering.

Headwear forms a central part of the collection, spanning curved 9FORTY caps, 9FIFTY snapbacks, trucker caps, bucket hats, knit beanies and the fitted 59FIFTY. Each item carries the Atlassian Williams F1 Team logo on the front, paired with New Era’s embroidered white flag on the left side, with a range of accessories completing the offering.

Design elements from the team kit have also been incorporated into a fan-selected testing livery, which will feature on the Williams FW48 when it runs for the first time in Barcelona next week.

The launch is supported by Creating the Culture of Speed, a new campaign starring Albon and Sainz that connects Williams’ British Formula 1 heritage with New Era’s global cultural footprint. The campaign positions the partnership as a blend of performance, style and identity beyond the circuit.

Sainz highlighted the significance of the collaboration: “New Era is one of the coolest and most respected brands in sport, with an amazing history across so many teams around the world, and this partnership is another sign of how Atlassian Williams F1 Team is really trying to push the boundaries in all areas. Our New Era team kit for 2026 looks incredible and I can’t wait to see our passionate fans everywhere wearing it to show their support for Williams.”

Team Principal James Vowles described the launch as a defining moment for the partnership: “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.”

Williams enters the 2026 season carrying momentum from its strongest campaign since 2016, finishing fifth in the Constructors’ Championship with 137 points, two Grand Prix podiums and its first Sprint race podium. The team views the kit launch as part of a broader transformation aimed at returning Williams to championship contention.

New Era Chief Executive Officer Christopher Koch framed the collaboration as a cultural statement: “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 teams, we are translating the energy, precision and legacy of racing into a new form of expression for fans.”

The new team kit forms part of a wider product programme planned across the season, including lifestyle collections and race specific releases designed to bring fans closer to Atlassian Williams F1 Team as it enters Formula 1’s new era.