Williams F1 Shifts Gears: A Bold New Partnership with New Era Signals End of PUMA Alliance
In a thrilling shake-up in the world of Formula 1, Williams Racing has officially announced a groundbreaking partnership with New Era, ushering in a vibrant new chapter for the historic team. This exhilarating collaboration marks New Era’s first foray into the realm of Formula 1 apparel beyond just headwear, setting the stage for a stunning transformation in team merchandise.
The 2026 season is set to see a dynamic range of “lifestyle collections and race specials” emerge, as Williams embraces the growing trend of off-track fashion. In a high-stakes move, the iconic motorsport team is waving goodbye to its previous partnership with PUMA, which, despite its relatively recent inception just last year, will conclude at the end of the 2025 season.
Paul Gils, vice-president of New Era, expressed his enthusiasm about joining forces with one of the most revered names in motorsport, stating, “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.” Gils hinted at an ambitious vision, promising “world-class products for a global fan base that speaks to tradition, innovation, and a bold future – both on and off track.”
Williams’ own merchandise and licensing director, Luke Timmins, echoed this sentiment, emphasizing the team’s commitment to innovation and passion that has defined them for nearly 50 years. “Atlassian Williams Racing has been known for its bold innovation and passion for racing,” Timmins declared. “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.” He underscored that this pioneering partnership with New Era will not only ensure that Williams Racing “shows up in style” but will also help the team connect with new audiences as they strive to reclaim their place at the top of the sport.
As the motorsport community eagerly awaits the new collections set to roll out, the excitement is palpable. This strategic shift signals a transformative era for Williams Racing, as they seek to blend their storied legacy with fresh, modern flair. With the end of the PUMA partnership, fans and stakeholders alike are left wondering: what else does this iconic team have in store as they accelerate toward a brighter future?
Stay tuned for more updates as Williams Racing revs up for an exhilarating journey ahead!
