New Era® x Atlassian Williams F1 Team

New Era® and Atlassian Williams F1 Team Unveil Debut Teamwear Collection in Landmark Partnership.
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The Partnership Story

London, United Kingdom (Wednesday, 21st January 2026)

New Era and Atlassian Williams F1 Team today unveil their debut teamwear collection ahead of the 2026 season. In the first of its kind partnership for the 106-year-old sports and lifestyle brand from Buffalo, New York, New Era brings a comprehensive range of apparel, headwear, and accessories designed and crafted for the track team, drivers, and fans worldwide.

Creating the Culture of Speed

The launch is anchored by Creating the Culture of Speed, a global campaign that explores how British motorsport mastery collides with New Era’s global influence beyond the paddock, starring Williams’ drivers Alex Albon and Carlos Sainz.

Blending the rich racing heritage of Atlassian Williams F1 Team with New Era’s expertise in handcrafting the finest products for sports fans across the globe, the 2026 team kit has been engineered to meet the performance demands of motorsport while reflecting the team’s bold identity and ambitions on and off the track.

Designed for Performance, Built for Fans

The apparel collection offers a range of silhouettes in men’s and women’s fits engineered to meet the performance and travel demands of the team. Signature outerwear pieces include the rain jacket, padded jacket and gilet, and a nod to the brand’s sporting heritage with a standout varsity jacket. Underneath, sleek tees, tech polos, and hoodies feature in dark navy with tonal graphics inspired by the tyre marks left on track during high-speed corners.

Inside the 2026 Teamwear Collection

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Headwear: the New Era Signature

An extensive headwear offering across men’s, women’s and youth sizing, anchors the collection including the curved 9FORTY®, the 9FIFTY® snapback, Trucker, Bucket Hat, Knit Beanie, and the iconic fitted 59FIFTY®. Each design features the Atlassian Williams F1 Team logo to the front, complemented by New Era’s embroidered flag in white on the left-hand side.

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Accessories & Limited Editions

To complete the collection, a range of accessories will be available to fans.

Alongside the team kit, fans can expect limited edition collection launches for select races throughout the calendar, designed to bring fans closer to the team than ever before.

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About Atlassian Williams F1 Team

Atlassian Williams F1 Team is one of the world’s most iconic Formula 1 teams. Founded in 1977 by Sir Frank Williams and Sir Patrick Head, the team has won nine Constructors’ World Championships, seven Drivers’ World Championships and 114 Grand Prix races – making it one of the three most-successful teams in history. Based in Grove, Oxfordshire and competing at the pinnacle of motorsport, Williams continues to build for the future of Formula 1 through world-class engineering, racing excellence and a commitment to bringing fans closer to the sport than ever before.

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