The Atlassian Williams Formula 1 Team has partnered with Dan Da Dan and UNDONE to create a special collection of merchandise. This collaboration marks the first time Formula 1 has joined forces with the world of anime.
The partnership, which includes Mainichi Broadcasting System, was revealed on March 26th. Products resulting from this collaboration are expected to be available later in 2024.
However, no details on pricing or specific items have been announced yet.
Williams explained that this project aims to reach a new, younger, and international audience, as Formula 1 expands its fanbase beyond traditional racing enthusiasts. They’ve chosen ‘Dan Da Dan,’ a hugely popular anime series, for this collaboration.
Atlassian Williams F1 Team and UNDONE first teamed up in July 2025. They’ve already released watches like the FW47 and Carbono, with the Carbono model letting fans personalize it with driver numbers or helmet designs.
For the first time ever, the world of motorsports is colliding with anime! UNDONE has partnered with Atlassian Williams F1 Team and Dan Da Dan to create a unique collection, featuring watches designed by UNDONE Lab. Find out more at @anime_dandadan.
— Atlassian Williams F1 Team (@WilliamsF1) March 26, 2026
UNDONE founder Robert Tran said the crossover reflects how fan interests are shifting.
Combining Formula 1 racing with the world of anime feels like a perfect fit for today’s fans. Both attract people who appreciate skill, excitement, and fast-paced action. The connection between F1 and anime has grown beyond a small interest group – it’s become a widespread cultural phenomenon.
Luke Timmins, who leads merchandise and licensing for the Williams team, explained that this partnership fits with how they connect with their fans.
At the Atlassian Williams F1 Team, we’re driven to innovate and aren’t afraid to challenge the status quo. We constantly seek fresh approaches and exciting ways to connect our fans with what we do, and this partnership is a perfect example of that commitment.
He also explained that the project connects with the upcoming Japanese Grand Prix and includes collaborations with Japanese companies.
Hiroshi Kamei, the producer of DanDaDan, believes this partnership will help the series reach more people.
We’re thrilled to be working with the legendary Williams F1 Team. We’re especially excited about being a first-time partner and believe this collaboration will open up fantastic new opportunities.
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2026-03-26 14:19