New Era and Atlassian Williams F1 Team unveiled 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.
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 the 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.
The apparel collection offers a range of silhouettes in men’s and women’s fits, engineered to meet the team’s performance and travel demands. Signature outerwear pieces include the rain jacket, padded jacket and gilet, and a standout varsity jacket, a nod to the brand’s sporting heritage. 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.
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 on the front, complemented by New Era’s embroidered flag in white on the left-hand side.
