#London #United Kingdom #New Era Cap #Williams F1 Team #Carlos Sainz

New Era and Atlassian Williams F1 Team Teamwear Collection Launch

In an exciting development for motorsport and fashion enthusiasts alike, New Era® has officially launched its debut teamwear collection in partnership with the legendary Atlassian Williams F1 Team. Unveiled on January 21, 2026, this collaboration marks a significant milestone, merging New Era's rich American sports heritage with the cutting-edge innovation of the British F1 team.

A New Chapter in Racing Fashion

The collection is tied to a broader campaign dubbed "Creating the Culture of Speed," featuring prominent Williams drivers Alex Albon and Carlos Sainz. This initiative encapsulates the essence of how British motorsport expertise integrates with New Era's cultural influence, aiming to reach fans far beyond the racetrack.

New Era has developed a comprehensive range of apparel, headwear, and accessories designed not only for race day but also for everyday wear, catering to the team, its drivers, mechanics, engineers, and passionate fans globally. This diverse assortment showcases designs embodying both performance and style, suited for the rigorous demands of motorsport.

Performance Meets Style

The 2026 team kit focuses on performance while reinforcing the Williams team’s bold identity. It comprises various styles in both men's and women's fit, catering to all team members and fans. Signature pieces include:

• - Rain Jackets and Padded Jackets: Engineered for the elements, ensuring comfort for team members during unpredictable weather.
• - Varsity Jackets: A nod to New Era’s storied history in sport, celebrating tradition while appealing to modern aesthetics.
• - Sleek T-shirts and Tech Polos: Made from high-performance materials, these garments include designs with dark navy accents and graphics inspired by the tire marks left on the track during exhilarating races.

An extensive headwear collection will also launch, featuring a variety of styles such as:

• - Curved 9FORTY® and 9FIFTY® Snapbacks: Classic looks that represent the spirited ambiance of the races.
• - Bucket Hats and Knit Beanies: Perfect for enthusiastic fans to sport throughout the seasons.
• - Fitted 59FIFTY®: An iconic style featuring the Atlassian Williams F1 Team logo prominently displayed.

Connecting with Fans

Alongside the comprehensive team kit, New Era plans to roll out limited edition collections at select races throughout the season, promoting closer connections between fans and the Williams team. These special launches will serve as collector's items, enhancing the experience for dedicated supporters.

Insights from Leadership

Christopher Koch, CEO of New Era, expressed, "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."

James Vowles, Team Principal of Atlassian Williams F1 Team, shared his enthusiasm, stating, "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 thrilled to share this moment with our fans and see the team take to the grid in New Era gear for the first time."

Availability and Future Plans

The collection is available starting January 21, 2026, at New Era's website, Williams F1 Team’s official site, and select retail partners. As part of its role, New Era will also serve as the Official Teamwear Partner for all Atlassian Williams F1 Team entities, which includes initiatives like Sim Racing and the Williams F1 Team Driver Academy.

The collaboration promises to redefine the intersection of motorsport apparel and fan culture, making it an exhilarating time to be involved in Formula 1.