Wilkinson Sword and Atlassian Williams F1 Team launch “Partners in Smooth” - a new fan-facing campaign platform designed to bring the brand’s partnership to life through playful storytelling, entertainment and fan engagement.
Fronted by a hero film launching today, 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.
Jonathan Norman, Senior Marketing Director, Edgewell Personal Care said: “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.
“We were clear from the outset that this had to feel like a platform with its own personality, not just any partnership. At the centre of it is a shared belief in precision, preparation and performance.
“Whether that is the craftsmanship behind our products or the mindset of a Formula 1 team, we wanted to bring those qualities to life in a way that feels fresh, confident and fan facing.” James Bower, Commercial Director, Atlassian Williams F1 Team: “Atlassian Williams F1 Team is built on precision, preparation and the pursuit of marginal gains - but, when it came to getting a closer shave, we knew we could still learn from the Blade Master.
“We are excited to launch 'Partners in Smooth' and create new opportunities for our fans to connect with our drivers, our team, and the partnership in the midst of the race season."
