Formula 1 gains another off-track movement with a direct impact on Brazilian fans. The Atlassian Williams F1 Team, in partnership with New Era, has officially launched its collection for the 2026 season in Brazil.
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The launch marks the debut of the collaboration between the British team and the traditional headwear brand, bringing products that go beyond the paddock. The line was developed both for team use during the season and for the public, reinforcing the connection between performance and style.
The collection arrives accompanied by the global campaign “Creating the Culture of Speed”, starring drivers Alex Albon and Carlos Sainz. The proposal is to unite motorsport tradition with the cultural influence of New Era, transforming Formula 1’s identity into products that resonate with different audiences.
Inspired by Williams’ history and New Era’s experience in the sports universe, the line was designed to meet the team’s technical requirements. The pieces were developed with a focus on mobility and performance, without sacrificing the aesthetics that represent the team’s visual identity.
Caps play a central role in the collection, with highlights including models such as the 9FORTY, 9FIFTY, and the traditional 59FIFTY. All feature the official team logo on the front and use Williams’ characteristic color palette, with shades of dark blue, light blue, and white, in addition to the classic New Era flag applied to the side.
In addition to accessories, the collection includes a complete apparel line. Key items include jackets in different styles, including varsity, quilted, and waterproof windbreaker versions, as well as t-shirts and hoodies, which combine technical design with a contemporary motorsport-inspired aesthetic.
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The partnership also incorporates visual elements directly linked to the 2026 Formula 1 season, including details present in the FW48 livery. This reinforces the proposal to bring fans closer to the team, bringing references from the racing environment into everyday life.
Another important point is the forecast of special releases throughout the year. The collaboration includes limited editions inspired by specific races on the calendar, increasing engagement with fans during the season.
For Christopher Koch, global CEO of New Era, the partnership represents a significant step in the connection between sport and culture. “We are translating the energy, precision, and legacy of racing into a new form of expression for fans,” he stated.
Team principal James Vowles highlighted the symbolism of the launch. “The new kit represents who we are today as a team, proud of our history and focused on the future. We are happy to see the team line up on the starting grid wearing New Era for the first time,” he said.
The products will be available in limited quantities in a pre-sale format exclusively on New Era’s e-commerce starting April 6th.
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