Apparel Competition: Adidas and Puma Vie for Audi Sport F1 Sponsorship

A report from Sports Illustrated suggests apparel manufacturers Adidas and Puma are competing to be the official apparel partner to Audi Sport’s F1 efforts. These longtime sneaker brand rivals reportedly both want to add Audi Sport to their portfolios, though it’s unclear which brand will nail down the deal with the four rings.

When it comes to brand sponsors, Audi Sport has already confirmed partners BP and Castrol. When it comes to apparel though, this can have wider ranging ramifications for fans. Puma, for instance, currently offers Formula 1, Scuderia Ferrari, Red Bull and Mercedes-AMG PETRONAS F1 gear (not to mention BMW Motorsport, Porsche Design and Porsche Heritage lines) in its retail stores in North America and around the world.

In the past, Audi Sport has partnered with Adidas as has Porsche Motorsport. Though this didn’t result in Audi Sport product in Adidas stores given WEC, IMSA and even Le Mans presence don’t typically boast the same mainstream consumer appeal as F1 efforts, Adidas logos were still clear on coveted and close-held team-only uniforms. Whether or not Audi would seek wider apparel distribution via apparel brand outlets typical of F1 efforts remains to be seen… though brand enthusiasts are likely hopeful.

According to the Sports Illustrated report, Adidas appears to be leading in the competition for a deal being estimated to be worth $30 million annually. It has already been announced that Adidas will be taking over the partnership with Mercedes beginning in 2025.

Where will it land? Time will tell, though don’t expect Audi Sport F1 gear to be on the market much before Audi Sport officially rolls onto the grid in 2026.

Editor’s Note: The sneaker images in this story are renderings by @4Rings.AI. No such sneaker exists.