#London #United Kingdom #Motorsport #New Era Cap #Atlassian Williams Racing

New Era Cap Partners with Atlassian Williams Racing

In a significant development for both motorsport and fashion, New Era Cap has announced a groundbreaking multi-year partnership with Atlassian Williams Racing. This collaboration signifies a unique blend of sport and culture, expected to debut in the 2026 Formula 1 season.

The renowned headwear and apparel brand, New Era, known for its over a century of experience in the sportswear industry, will become the Official Teamwear Partner for one of the most prestigious teams in Formula 1 history. Atlassian Williams Racing boasts an impressive legacy, with 16 World Championship titles under its belt, and this partnership aims to enhance its image as a force to be reckoned with in motorsport.

Starting next year, New Era will be responsible for designing and producing a comprehensive range of apparel, headwear, and accessories that will be worn by team members, drivers, and fans worldwide. This initiative aligns perfectly with both organizations' vision of performance and cultural storytelling. Co-branding the attire in signature Williams colors, the new collection aims to merge speed, precision, and style in a way that meets the rigorous demands of drivers and pit crews alike.

Commitment to Excellence

The introduction of official teamwear in motorsport marks a first for New Era's 105-year history. Paul Gils, VP EMEA and India at New Era, commented, “Atlassian Williams Racing is one of the most iconic names in motorsport, and we're extremely proud to join them on their transformative journey. Together, we're creating world-class products for a global fan base that speak to tradition, innovation, and a bold future.”

In addition to dressing the core team for all the races—24 in total across the globe—New Era will engage with fans through curated lifestyle collections and race specials that will launch throughout the season. This partnership reflects New Era’s ongoing commitment to product excellence, extending its reach into motorsports with this fruitful alliance.

A New Era in Motorsport and Fashion

Luke Timmins, Merchandise and Licensing Director at Atlassian Williams Racing, expressed excitement about the partnership, stating, “From our world-class drivers and engineers to our first-rate fans and partners, we are building a team to win again and take pride in doing things differently. This partnership with New Era will ensure we show up in style and help bring new audiences along on our journey.”

Notably, New Era will also extend its partnership to all teams under the Atlassian Williams umbrella, including Sim Racing and the Williams Racing Driver Academy. By doing so, they are diversifying their portfolio to cater to a wider range of racing enthusiasts.

Conclusion

This collaboration marks a significant step forward in the world of motorsport apparel. With an emphasis on style, quality, and performance, the partnership between New Era Cap and Atlassian Williams Racing is set to make waves not just on the racetrack, but also in the wider realms of culture and lifestyle. As both brands prepare for a fresh season, they look ahead with the ambition to redefine what it means to be a participant in the world of racing while engaging fans globally with style and innovation.

Stay tuned for the exciting developments as this unique collaboration unfolds, promising to elevate both motorsport aesthetics and team spirit to new and exhilarating heights.