Williams Racing, an iconic name in Formula 1, has developed a new licensing partnership with the premium cyclewear brand, Pedal Mafia.
This brings the team’s championship-winning pedigree from four wheels to two. The partnership brings together two companies dedicated to performance and technological brilliance, and it will highlight Williams’ ideal British heritage.
The inaugural collection includes two unique alternatives, one in Williams Heritage navy blue and the other in white, influenced by the race suits worn by Alex Albon and Franco Colapinto this season. Both include Williams’ characteristic red keyline, which appears on this year’s FW46 and was an iconic livery element on championship-winning cars in the 1990s.
The relationship also brings together two executives with a personal connection: Williams Team Principal James Vowles and Pedal Mafia founder Jay Barron, who met while riding and developed a solid friendship.
James has established a cycling club at Williams, which means supporters will be allowed to wear the same Pedal Mafia gear as the players.
Jay Barron, Founder, Pedal Mafia, commented, “Pedal Mafia was built up on the relationships and stories we create on the road and this partnership is the essence of that. James and I bonded through our passion for cycling and I’m delighted we are bringing our two organisations together to provide Williams fans who share that love of cycling with premium kit which pays homage to the team’s rich heritage and bold ambition.”
The agreement also adds to a slew of new licensing alliances announced this year, as Williams strives to strengthen on and off the track in quest of future championship glory.
Luke Timmins, Merchandise and Licensing Director, Williams Racing, said, “It is great to welcome Pedal Mafia to our growing roster of licensing partners, giving our passionate fans the chance to show their support in first-class cycling kit when out on the road.”