In a move that reads like a mashup poster, Atlassian Williams F1 Team announced a collaboration with the anime series Dan Da Dan and the custom watch brand UNDONE. Mainichi Broadcasting System is also involved. The partnership was revealed on March 26 and will produce a capsule collection set to arrive later this year.

What we know so far

  • The collaboration involves Atlassian Williams F1 Team, Dan Da Dan, UNDONE, and Mainichi Broadcasting System.
  • The announcement date was March 26. Products will release later this year.
  • No pricing or itemized product details have been shared yet.
  • Williams said the project is part of its effort to connect with a younger, more global audience.
  • Dan Da Dan is one of the most-watched anime titles worldwide, making it a high-profile choice for crossover.

Why Williams is doing this

The team sees this as a way to expand beyond traditional motorsport fans and reach people who care about pop culture, design, and fast-paced entertainment. Williams described the collaboration as part of a broader push to engage younger audiences and strengthen ties with Japanese brands, especially with the Japanese Grand Prix on the calendar.

UNDONE and Williams: a relationship with history

Williams and UNDONE did not start yesterday. Their partnership began in July 2025 and already produced watches inspired by the team, including models named FW47 and Carbono. The Carbono watch let fans personalize pieces by engraving driver numbers and helmet designs.

What the partners said

Robert Tran, founder of UNDONE, framed the crossover as a response to changing fan interests. He said combining a Formula 1 team with a supernatural anime reflects how fan communities overlap, and that fans care about craftsmanship, energy, and things that move quickly.

Luke Timmins, Williams merchandise and licensing director, called the project an example of the team's approach to fan engagement. He said Williams aims to try new things and bring fans along for the journey, and added the tie-in connects with the upcoming Japanese Grand Prix and the team’s work with Japanese partners.

Hiroshi Kamei, a producer for Dan Da Dan, said the collaboration is exciting and could introduce the anime to a broader audience. He expressed high expectations for the new possibilities the partnership might create.

Bottom line

Expect a capsule collection from Williams, Dan Da Dan, and UNDONE later this year. Details like product types and prices are still under wraps. The move highlights how Formula 1 teams are experimenting with pop culture crossovers to reach new fans, especially in markets like Japan.