Skip to content
Search
AI Powered
Human content, AI powered search.
Latest Stories

Wilkinson Sword, Atlassian Williams F1 Team campaign revealed

Atlassian Williams F1 Team

The grooming brand is leveraging Formula One's global reach through a high-profile campaign with Williams Racing.

Image: Edgewell Personal Care
Andy Marino
By Andy MarinoJun 01, 2026
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
See Full Bio
Follow:
  • Wilkinson Sword and Atlassian Williams F1 Team launch "Partners in Smooth" a new fan first campaign platform
  • Hero film playfully introduces Wilkinson Sword’s Blade Master as Atlassian Williams F1 Team's first ever Director of Smooth
  • Campaign runs across the 2026 Formula 1 season spanning social and digital advertising, creator content, PR, fan experiences, retail activations and key race moments

Wilkinson Sword and Atlassian Williams F1 Team have launched “Partners in Smooth” – a new fan-facing campaign platform designed to bring the brand’s partnership to life through storytelling, entertainment and fan engagement.

Fronted by a hero film launching today (1), the campaign introduces Wilkinson Sword’s enigmatic and suave character, the “Blade Master”, as the team’s first ever Director of Smooth who works with Team Principal James Vowles to support drivers Carlos Sainz, Alex Albon, and Luke Browning as they sharpen up ahead of the Grand Prix.

This sets the foundation for Partners in Smooth: the idea that Wilkinson Sword helps Williams – and its fans – get race ready. From driver preparation to fan rituals, the platform connects blade mastery with the confidence, precision and control needed to perform when it matters.

The campaign will run across the remainder of the 2026 Formula 1 season, expanding beyond the hero film into creator content, fan participation, retail activations and live moments around key races. It includes a fan experience at the Atlassian Williams F1 Team Fan Zone during British Grand Prix week in Central London, alongside a social call to action inviting audiences to share how they Get Race Ready using #GetRaceReady and #PartnersInSmooth.

The platform is designed to connect the energy of race weekends with the grooming aisle, creating a clear route from fan engagement to product discovery, trial and retail activation throughout the season.

Operating since 1772 and part of the Edgewell Personal Care portfolio, Wilkinson Sword has built its reputation on precision engineered shaving and grooming tools. Its partnership with Williams marks a step forward in the brand's evolution, building a more modern and distinctive expression through one of the world’s most culturally relevant sports.

“Partners in Smooth is about taking our partnership with Atlassian Williams F1 Team beyond branding and turning it into something fans can genuinely engage with and enjoy,” said Jonathan Norman, Senior Marketing Director, Edgewell Personal Care.

edgewell personal carejonathan normanwilkinson swordatlassian williamsformula 1racing

Related News