AlphaTauri is all about the power of coming together We've been in Madrid for the presentation of Moments That Unite

When we arrive on the rooftop overlooking Madrid’s skyline, the first person we lock eyes with is Jürgen Klopp. And he is also the last person we would have expected to see. When AlphaTauri invited us to Moments That Unite, the latest project through which the Red Bull fashion brand explores the key moments in its athletes’ journeys to the top, Klopp was among the expected guests. However, given how important and busy the figure was, we weren’t entirely confident that we’d have the chance to spend a few minutes in his company.

In the end, Klopp is not only there, but holds court throughout the evening, shaking hands, smiling and talking to practically everyone at the event. The reason for his presence is easy to understand. Sure he wears a lot of AlphaTauri, but that’s not, but that is not the only reason. And probably not even the main one. Since 2016, the brand has worked carefully to build a community that wants to come together whenever there is an opportunity. Quality time spent with people who, beyond the sport they practice, share the same values.

That is probably why Max Verstappen, in Madrid for the first edition of the Spanish Grand Prix in the city, also manages to carve out a small window of time to attend the event. He answers questions before taking a seat in the front row alongside Klopp and Mario Gomez to get a closer look at the presentation of the new collection, showcased not only by models but also by the brand’s athletes themselves.

At the centre of Moments That Unite are a selection of looks from the Autumn-Winter 2026 collection, chosen directly by the project’s protagonists and then made personal through a small detail: a handwritten label featuring a number, a date, a symbol or a sketch linked to an important memory. A simple way of bringing a personal story into a garment. Just 100 pieces of each style have been produced.

And perhaps this is where Moments That Unite finds its most interesting meaning: not simply in bringing sport and fashion together, but in the possibility of turning a garment into a memory and an event into something to share. For one evening, sport takes a step back and makes room for the people who live it, tell its stories and, above all, keep coming together.