AlphaTauri clothing brand has signed a three-year deal to return as FIA’s official clothing partner.
AlphaTauri is set for a return to the Formula 1 paddock in 2024 albeit in an entirely unique capacity with a new identity as the FIA’s “official clothing partner” after serving as the Red Bull junior team brand
The Red Bull sister team which was previously known as AlphaTauri underwent a major change in their racing philosophy following their rebrand to Visa Cash App RB over the winter break.
What was primarily meant to be a development ground for aspiring Red Bull Academy drivers as well as an outlet for the brand’s clothing division is now aiming towards making a significant impact on the grid as a serious championship contender.
However, in a landmark move AlphaTauri has returned to the Formula 1 stage as the FIA has partnered with the clothing brand in a move that marks the first-ever relationship of its kind.
A recent tweet from the governing body states that AlphaTauri will become FIA’s official clothing partner, which is a major milestone for both parties.
All FIA employees will receive clothing as well as accessories from AlphaTauri over the course of three years from 2024 to the end of 2026, highlighting the integration of fashion and purpose within the world of motorsport. Additionally, AlphaTauri will serve as the official FIA Prize Giving Ceremony’s official partner.
“We are thrilled to announce the partnership between AlphaTauri and the FIA as the first Official Clothing Partner, from 2024 to 2026,” FIA wrote on X (formerly Twitter) along with an accompanying video to launch the new partnership.
“Get ready for a fusion of automotive technology and high fashion, redefining style in the world of motorsport!”
“In the world of motorsport, speed, technology and style come together to create a unique experience, and this is where an extraordinary alliance was born,” said the FIA and AlphaTauri in its announcement video.
FIA President Mohammed Ben Sulayem expressed his excitement about the partnership and emphasized the organization’s dedication to merging innovation and technology in motorsport.
“The FIA has always been a pioneer in leveraging technology and innovation to enhance the world of motorsport,” explained President Mohammed Ben Sulayem. “Our staff work tirelessly behind the scenes to ensure the safety and success of motorsport events worldwide.
He emphasized how crucial it is to ensure that the FIA staff are both fashionable and at comfort, complimenting AlphaTauri’s unique sense of style as the ideal fit for the new collaboration.
“This partnership with AlphaTauri enables us to bring comfort and style to our FIA clothing range,” Sulayem added. “AlphaTauri’s innovative approach and dedication to fashion make them the perfect partner.”
AlphaTauri CEO Ahmet Mercan echoed Sulayem’s sentiments, highlighting the brand’s capacity to demonstrate how innovation and technology can coexist perfectly with fashion.
“Becoming the official clothing partner of the FIA is a fantastic opportunity for AlphaTauri to continue showcasing how innovation and technology can be seamlessly integrated into fashion,” he said.
“This partnership is a significant step and we are proud to equip the FIA staff with our products that not only reflect our commitment to style but also our dedication to enhancing convenience through our designs.”
