AlphaTauri and the Formula 1 motorsport competition have announced a multi-year collaboration.
The Austrian clothing supplier, which belongs to the Red Bull beverage group, is now the official premium fashion apparel supplier to Formula 1, AlphaTauri announced on Saturday. The brand is therefore responsible for the clothing of the racing teams, senior employees and moderators.
Fashion and Formula 1 have formed a fantastic symbiosis for decades. Our cooperation is perfect and, thanks to a shared mindset, enables excellent synergies. Innovation drives us forward,” said AlphaTauri CEO Ahmet Mercan.
The brand was already active in racing before the cooperation. A cooperation with the Formula 1 team Scuderia AlphaTauri has existed since 2020.
