Assemble at COTA: Williams F1 Debuts Captain America and Thor Race Suits and Helmets to Promote ‘Avengers: Doomsday’

Formula 1 has always been a sport of spectacle. Teams spend months designing liveries, helmets and fan activations, and when a major film franchise comes calling, the paddock turns into a runway. This week, one of the grid’s most Marvel-ready teams stepped into the spotlight.

Williams has been building a partnership with Marvel since April, when it joined forces with the studio ahead of the release of ‘Avengers: Doomsday.’ The collaboration has already produced a comic book, a show car and a series of fan events. The latest chapter is a bit more wearable.

Atlassian Williams F1 Team has revealed 2 new uniforms inspired by Captain America and Thor from ‘Avengers: Doomsday.’ Carlos Sainz wears the Captain America look, a blue-and-red race suit with a star on the helmet, while Alex Albon wears a darker Thor-inspired suit with a silver helmet. The drivers debuted the one-off Marvel suits and helmets at the Circuit of the Americas for first practice, climbing into their FW48s dressed as superheroes.

Williams F1 revealed two new uniforms inspired by Captain America and Thor from ‘AVENGERS: DOOMSDAY’. https://t.co/dNnIkalovw

— Avengers Updates (@AvengersUpdated) October 23, 2026

The images show a bold, comic-ready design. Sainz’s suit leans into patriotic blue with red accents on the sleeves and legs, and the helmet features a large white star that’s instantly recognizable as a nod to Captain America’s shield. His name appears on the shoulder in a yellow tag, alongside the team’s Atlassian branding.

Albon’s Thor look takes a more muted approach, with dark tones and a metallic helmet that reflects the character’s armor. The matching graphics read ‘Atlassian Williams x Avengers: Doomsday,’ with the film’s December 18 release date on the artwork.

It’s worth noting that the Marvel theme isn’t being applied to the cars themselves. Albon and Sainz aren’t racing in the special livery, and the Doctor Doom-inspired design remains a show car. That black-and-green FW48 made its public debut at New York Comic Con and is being displayed at the Williams Fan Zone in downtown Austin from October 19 to 24.

That keeps the sporting side clean while still giving fans a spectacle. The drivers’ suits and helmets, which are easier to change, carry the theme into the garage and the pit lane.

The collaboration began with a comic. ‘Iron Man: Racing Towards Doom’ is a 32-page one-shot written by Ethan Sacks with artwork by Greg Land. It features Albon, Sainz and team principal James Vowles teaming up with Iron Man, Black Widow and Captain America to stop Doctor Doom from disrupting the Formula 1 season.

Special-edition covers have been released throughout the season at races including Monaco, Silverstone, Madrid, Singapore, Austin and Las Vegas. The comic received a wider US release on October 21, just before the Grand Prix in Austin. An exclusive Austin edition is also on sale.

At New York Comic Con, the team’s takeover included a special liveried show car, superhero-inspired race suits on display and 2,000 limited-edition NYCC-cover comics. Fans could also buy race-worn suits and boots from Albon and Sainz. The Marvel booth featured activations including ‘VisionQuest,’ Williams and an exit themed to ‘Avengers: Doomsday.’

Fans also had a chance to enter a competition to win one of the Marvel-inspired race suits. The campaign has been a steady drip rather than a single splash, which has kept the team in the conversation all season.

He used to be different. Avengers: Doomsday arrives in theaters everywhere December 18. Get your tickets now: https://t.co/J5PUbxvAkc https://t.co/OUutSMZneq

— Marvel Studios (@MarvelStudios) August 15, 2026

The Marvel moment comes at a time when Williams has had few headline results to celebrate on track. Albon’s best finish this season was 8th at Monaco, and recent races have been difficult, including a 14th for Sainz and an 18th classification for Albon in Singapore. One outlet joked that the team needs a hero.

Marketing partnerships won’t solve performance problems, but they can help a team reach new audiences. The Marvel tie-in puts Williams in front of fans who might not otherwise follow Formula 1, and it gives the drivers a chance to have fun.

Sports and superheroes are natural partners. Both rely on larger-than-life personalities, visual identity and a sense of drama. For Marvel, the F1 audience is global and passionate, which makes the paddock an appealing place to promote a film.

With ‘Avengers: Doomsday’ opening on December 18, expect more crossovers like this one. For now, Sainz and Albon have given fans a chance to see their favorite drivers dressed as heroes.

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