The unveiling takes place at One Marylebone with an immersive event that reimagines the historic location as central London’s very own Williams garage, featuring team kit displays and interactive installations ahead of the start of F1’s all-new regulations era.
Designed and produced by New Era, the 2026 team kit will be worn by drivers Alex Albon and Carlos Sainz, as well as engineers and team personnel, throughout the upcoming season of 24 races in 21 countries around the globe.
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.
An extensive headwear offering across men’s, women’s and youth sizing anchors the range, 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. To complete the collection, a range of accessories will be available to fans.
Design details from the kit have also been incorporated into a special fan-selected testing livery which will be on Williams’ 2026 car, the FW48, when it runs for the first time in Barcelona next week.
The new collection is brought to life through Creating the Culture of Speed, a campaign starring Alex Albon and Carlos Sainz that fuses timeless design heritage with British Formula 1 innovation to redefine performance, style, and culture beyond the circuit.
Both the collection and campaign reflect Williams’ bold identity and ambitions on and off the track. One of the most iconic and successful teams in F1 with 114 wins, nine Constructors’ World Championships and seven Drivers’ Championships, Williams is transforming in all areas to win World Championships again.
The team enters 2026 with real momentum following its most successful season since 2016, securing fifth place in the Constructors’ Championship with 137 points, two Grand Prix podiums and its first-ever Sprint race podium.
Alongside the team kit, fans can expect a broader range of New Era x Williams products throughout the season, including lifestyle collections and race-specific releases, designed to bring fans closer to the team than ever before.
The Atlassian Williams F1 Team Kit will be available for fans to buy from January 21st 2026 via williamsf1.com, neweracap.eu and select retailers.
Carlos Sainz, Driver, Atlassian Williams F1 Team: “New Era is one of the coolest and most respected brands in sport, with an amazing history across so many teams around the world, and this partnership is another sign of how Atlassian Williams F1 Team is really trying to push the boundaries in all areas. Our New Era team kit for 2026 looks incredible and I can’t wait to see our passionate fans everywhere wearing it to show their support for Williams.”
James Vowles, Team Principal, Atlassian Williams F1 Team: “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 delighted to be able to share this moment with our fans and to see the team take to the grid in New Era for the first time.”
Christopher Koch, CEO, New Era: “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.”
