New Era and the Atlassian Williams F1 Team have unveiled their first-ever teamwear collection, marking a landmark partnership for the 106-year-old sports and lifestyle brand. The collaboration delivers a full range of apparel, headwear, and accessories designed for Williams’ drivers, crew, and fans heading into the 2026 Formula 1 season.
The launch is backed by a global campaign titled Creating the Culture of Speed, featuring Williams drivers Alex Albon and Carlos Sainz. The collection blends British motorsport heritage with New Era’s longstanding influence in performance sportswear, reflecting the team’s ambitions both on and off the track.
The apparel range includes men’s and women’s fits engineered for travel and performance, with outerwear pieces such as rain jackets, padded jackets, gilets, and a varsity jacket that nod to New Era’s sporting roots. Tees, tech polos, and hoodies arrive in dark navy with tonal graphics inspired by tire marks through high-speed corners.
Headwear spans curved 9FORTY and 9FIFTY snapbacks, trucker styles, bucket hats, knit beanies, and the fitted 59FIFTY, all featuring the Williams logo and New Era’s embroidered flag. Limited-edition drops tied to select Grand Prix weekends are planned throughout the 2026 season.
The collection is available now via New Era, Williams, and select retailers.
