New Era Becomes Official Teamwear Partner of Atlassian Williams Racing
New Era Becomes Official Teamwear Partner of Atlassian Williams Racing
Apparel and headwear partnership marks a bold new chapter in motorsport, innovation and cultural style
Tuesday, 2nd September 2025, London, United Kingdom – Today, New Era announced a multi-year team partnership with Atlassian Williams Racing which unites two icons of sport and heritage from the start of the 2026 Formula 1 season. As Official Team Partner, New Era will design and produce a full range of apparel, headwear and accessories for the entire team, drivers, and fans worldwide.
With a shared vision for pioneering performance and cultural influence, New Era brings over a century of sportswear innovation to Atlassian Williams Racing which is one of the most-successful teams in F1 history and has put fans at the heart of its comeback mission to win multiple World Championships again.
In a first-of-its-kind agreement in the company’s 105-year history, from the start of next season New Era will dress Atlassian Williams Racing from head to sock at all 24 races across the globe as Official Teamwear and Headwear Partner. The range, in signature Williams colours, will embody speed, precision and style while meeting the demands required by drivers, engineers and pit crew alike.. To complement the line, fans can expect a curated line of elevated styles, lifestyle collections and race specials which will launch throughout the season.
This groundbreaking partnership means New Era, synonymous with sports culture and streetwear style, continues its expansion into motorsport with five other headwear partnerships on the grid. New Era’s first expansion into official teamwear apparel signifies its ongoing commitment to product excellence across design, creation and distribution.
“Atlassian Williams Racing is one of the most iconic names in motorsport, and we’re extremely proud to join them on their transformative journey of resurgence and redefinition,” said Paul Gils, VP EMEA and India, New Era. “Together, we’re creating world-class product for a global fan base that speaks to tradition, innovation and a bold future – both on and off track.”
”For almost 50 years Atlassian Williams Racing has been known for its bold innovation and passion for racing,” said Luke Timmins, Merchandise and Licensing Director, Atlassian Williams Racing. “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 first-of-its-kind partnership with New Era will mean Atlassian Williams Racing shows up in style and help reach new audiences to join our journey back to the top.”
New Era will also be the official partner to all Atlassian Williams Racing teams including Sim Racing, the Williams Racing Driver Academy, and Williams Heritage.
