Welcome to the world of AlphaTauri, a premium fashion lifestyle brand founded by Red Bull in 2016, combining fashion with the functionality of sportswear. With a focus on quality, elegance and performance, we aim to inspire both athletes and style enthusiasts through designs that prioritize comfort and innovation.
01 – Brand Mission
We are combining what other brands are collaborating for: We are already owning and living the synergy of fashion, function, culture & sports.
02 – Brand Promise
Pairing aesthetics innovation, function and quality: Giving athletes a distinctive fashionable look and giving an active look to fashion followers.
03 – Brand Mindset
We are the one and only fashion brand by Red Bull. In the year ahead, our mission is to become even more integrated across the company and actively deliver value.
01 – FUSING STYLE AND FUnCTION
Covering all your daily, travel and event ventures in a distinctive sophisticated style and appropriate functions.
02 – TRANSFORMABILITY
Easy-To-Combine and Effortless-To-Wear outfits. Fluidly blending occasions through matching sets, material groups, with a focus on OTW & Knit.
03 – PAIRING INNOVATION & DURABILITY
Just like our parent brand Red Bull, we are offering consistency: long-lasting quality, reliable fit & functions, while driving surprising innovations from 3D Knit to heatable technology.
04 – UNCOMPROMISED QUALITY
Fusing premium fabrics, yarn, functional details & workmanship with sophisticated designs to create trans-seasonal & transformable pieces.
We are proud to work together with amazing athletes, sports clubs and media partners.
This season, AlphaTauri redefines the synergy between innovation, style, and functionality with its Spring-Summer 2026 collection. Inspired by the raw expanse and striking contrasts of Namibia’s desert, the new line captures the interplay between solitude and community, light and shadow, and the freedom inherent in nature’s vast landscapes.
