Williams Racing, an iconic name in Formula 1, has inked a partnership with the premium fitness brand, Built For Athletes.
With this deal, the brand has been named as the team’s official luggage supplier, providing the team with high-performance bags and luggage for the next 24-race F1 season.
As part of Williams’ dedication to bringing fans closer to the team than ever before, a limited-edition co-branded collection will be available for purchase, allowing fans to own the same travel gear used by the engineers and pit crew as F1 travels the world.
James Vowles, Williams Racing Team Principal, said, “We are pleased to welcome Built For Athletes to Williams Racing as our Official Luggage Supplier as we prepare to go racing in 2025. With the demands of a 24-race schedule in 21 different countries, high-quality luggage is an essential component for Formula 1 teams and Built For Athletes bring proven performance and a commitment to excellence and innovation that matches our own.”
Combining two performance-focused British companies, the five-piece collection includes a crossbody bag, a 20L roll-up, a 60L and 90L suitcase and the classic Williams Racing navy 35L Built For Athletes backpack, all of which are patched with the brand’s insignia. The team will utilise special edition patches throughout 2025 to commemorate important races and honour Williams’ strong history as one of the three most successful teams in Formula 1 history. Fans will be able to collect these patches.
The agreement adds to a slew of new licensees revealed over the last year, as Williams strives to strengthen on and off the track in search of future championship glory. Built For Athletes joins Santander, Pedal Mafia, Duracell, SunGod, and more in supporting the squad.
The goods are currently available for pre-order on the Built For Athletes website.
Nick Costello, Founder of Built for Athletes, said, “We are excited to be expanding our partnerships further in the sport of F1 and supporting the Williams Racing Formula 1 Team through the relentless schedule of the 2025 race season. The range is perfectly curated to provide premium yet practical bags and luggage for all nature of trips, and there’s plenty more to come throughout the year.”