AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1

AlphaTauri becomes Official Premium Fashion Apparel Supplier of Formula 1

Ahmet Mercan, CEO AlphaTauri and Stefano Domenicali, President and CEO, Formula 1 AlphaTauri / Red Bull Content Pool

Multi-year collaboration in time for new season start at Sunday’s Bahrain GP.

AlphaTauri and Formula 1® („F1®“) have announced a multi-year collaboration right in time for the new season.

– AlphaTauri is now the Official Premium Fashion Apparel Supplier of Formula 1® and responsible for dressing the F1® team, including senior staff and F1® presenters. Several fashion promotions also form part of the agreement, adding new lifestyle aspects to the pinnacle of motorsports.

– „We are very pleased to announce that AlphaTauri will be the apparel supplier to Formula 1 with their modern and stylish clothing being worn by our staff during the races. Formula 1 is the perfect environment to develop fashion in its unique landscape of sport and entertainment,“ says Stefano Domenicali, President and CEO, Formula 1®.

– For AlphaTauri, still a young premium fashion brand in the industry, this cooperation is a systematic continuation of the brand’s journey in building more visibility on a global level and elaborating the brand’s collection.

– „Fashion and Formula 1 have formed a fantastic symbiosis for decades already. Our partnership is perfect and allows fantastic synergies as we share a common mindset. Innovation is our driving element,“ explains Ahmet Mercan, CEO AlphaTauri.

– Next to the collaboration with F1®, AlphaTauri also has a long-term partnership with the F1® racing team Scuderia AlphaTauri, which it has done since 2020. F1® is a perfect platform for the brand to get inspired and to test new technologies and functionality under extreme conditions. AlphaTauri is always striving for new innovations to fulfill their own ambition of fusing fashion with function and technologies such as the in-house engineered Taurobran® and 3D knit technology.

About AlphaTauri

AlphaTauri is Red Bull’s premium fashion brand, which has been blazing a new trail in the fashion industry since 2016. The brand combines design and premium materials with textile innovations. AlphaTauri collaborates with renowned experts from around the world to develop the latest technologies. The AlphaTauri collection is available in its own stores in Salzburg, Graz and Vienna, in selected retail stores in Germany, Austria, Switzerland, Italy, France and Turkey as well as online at @alphatauri #fitsbodyandmind

About Formula 1®

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.