Wilkinson Sword and Williams F1 Team launch campaign
Wilkinson Sword and the Atlassian Williams F1 Team have jointly launched the campaign platform “Partners in Smooth”.
The initiative is aimed directly at fans and is designed to make the partnership between the two brands tangible through storytelling, entertainment and fan engagement.
“Blade Master” as the first Director of Smooth
The campaign centers around a short film that introduces a new character: the mysterious and charismatic “Blade Master” – officially appointed as the team’s first Director of Smooth.
In this role, he works together with team principal James Vowles to develop the drivers Carlos Sainz, to optimally prepare Alex Albon and Luke Browning for the Grand Prix.
The central message: Wilkinson Sword helps Williams and his fans get race-ready. The platform combines the precision of blade technology with the confidence and control needed to deliver peak performance at the crucial moment.
The campaign runs throughout the Formula 1 season.
“Partners in Smooth” is a long-term project and will accompany the remainder of the 2026 season with various formats.
◉ Creator content and social media activations.
◉ Fan participation using the hashtags #GetRaceReady and #PartnersInSmooth.
◉ Retail activations along the race calendar highlights.
◉ Live experiences surrounding selected Grands Prix.
A special highlight is a fan experience in the Atlassian Williams F1 Team Fan Zone during the British Grand Prix Week in London.
From race weekend to retail
Strategically, the platform aims to directly link the energy of race weekends with the grooming range in stores – from initial fan contact and product discovery to purchase.
Founded in 1772, the company, now part of the Edgewell Personal Care portfolio, specializes in precision-manufactured shaving and grooming products.
According to the company, the partnership with Williams marks a further step in brand development, towards a more modern appearance in one of the most culturally relevant sports sectors in the world.
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Sierks Media / PR Agent / © Photos: Wilkinson Sword
