Carlos Sainz Fuels Puma and New Era’s Battle for the Lead

Puma and New Era start engines with new collaborations. Formula 1 returns to the spotlight in the fashion sector with new partnerships between brands and teams. On the one hand, Puma and McLaren Racing and New Era with Atlassian Williams F1 Team on the other.

After raising McLaren driver Lando Norris as the 2025 Formula 1 World Championship champion and clinching the tenth Constructors’ World Championship victory in the same year, the British team has a good prognosis for the new 2026 season. In this context, Puma and McLaren Racing have signed a multi-year apparel and equipment partnership, uniting two high-performance brands with community and innovation.

The agreement includes the entire McLaren Racing team, from McLaren Mastercard Formula 1, Arrow McLaren IndyCar, its F1 Academy entries, McLaren F1 Sim Racing and even the future McLaren United AS WEC Hypercar team, starting in 2027.

As part of this partnership, Puma will develop new technical kits and fan apparel. The lifestyle collection, available now, has been designed for fans of the team, fusing the history of McLaren Racing with contemporary urban fashion. The Replica collection replicates the official clothing worn by the drivers and team on the track and is available in selected Puma stores, multi-brand stores and Puma and McLaren online platforms.

The 2026 Formula 1 season will kick off with the Australian Grand Prix on March 8th

Puma will not be the only brand visible on the grid. New Era has announced the Creating the Culture of Speed campaign, starring Atlassian Williams F1 Team drivers Carlos Sainz and Alex Albon, marking an unprecedented collaboration for the U.S. brand.

Designed for drivers, mechanics, engineers and fans around the world, the collection features apparel such as jackets and T-shirts, an extensive line of caps and other accessories. Standout pieces include the varsity jacket , which pays homage to the brand’s sporting heritage, and iconic cap models such as the 59FIFTY fitted. Unlike McLaren’s prominent papaya orange, these pieces are dominated by the dark navy blue representative of the British team.

This collaboration also positions New Era as the official teamwear partner of all Atlassian Williams F1 Team entities, including Sim Racing, the Driver Academy and Williams Heritage. In addition, they had planned a special decoration of the test kit for the pre-season tests in Barcelona, which they were unable to wear due to delays with the development of the 2026 Williams FW48 car.

With these alliances, Formula 1 consolidates its position as an important pillar in both the world of sport and fashion, offering its fans new pieces to express their passion for the teams and establish connections beyond the asphalt.