Starting signal for the future

AlphaTauri kicked off a new season and a new era with the opening of Pitti Uomo in Florence. The premium fashion and lifestyle brand from Red Bull not only presented its spring/summer 2026 collection, but also announced a new partnership with top Spanish soccer club Atlético de Madrid.

As an expression of a shared understanding of innovation, performance and identity, AlphaTauri will become the official outfitter of Atlético de Madrid's men's and women's professional teams, as well as the men's B team, adding a design and aesthetic dimension to the club's existing relationship with Red Bull.

The SS26 collection was presented at the impressive Costruzioni Lorenesi location, accompanied by an installation that captured the vastness, heat and silence of the Namibian desert, the setting for the current campaign. The collection combines technical functionality with clear, elegant cuts and relies on wind and weatherproof materials. Highlights include sporty and elegant outfits such as the "Travel Suit", a flexible blazer with elasticated track pants, wide-cut pants and reinterpreted rain jackets.