The Atlassian Williams F1 Team has announced a new creative partnership with custom watch brand UNDONE and the Japanese anime series DAN DA DAN, ahead of the Japanese Grand Prix taking place this weekend. The collaboration will include a capsule collection of merchandise combining Williams’ motorsport branding with elements from the anime series.
The partnership is an extension of Williams’ ongoing efforts to connect with a “younger, global fanbase through unique online, offline, and retail experiences.” It aims to explore cross-cultural initiatives that combine racing with other creative fields such as fashion, technology, music, and art, according to the racing team.
Hiroshi Kamei, producer of DAN DA DAN, said the project offers fans a “new and engaging way” to experience the series while connecting with Williams’ audience. “Through this project, we hope to share the unique appeal and world of the TV anime DAN DA DAN with William’s fans, offering a new, and engaging way to experience the series. We sincerely hope you look forward to it.”
Meanwhile, Luke Timmins, Merchandise and Licensing Director at Williams, highlighted the team’s goal to “break boundaries” by connecting with fans in innovative ways.
“It’s incredible to be able to bring the worlds of anime and Formula 1 together for the very first time – showcasing a new side of Williams and building on the joy and energy of major Japanese brands DAN DA DAN and UNDONE ahead of the Japanese Grand Prix.”
Lastly, Robert Tran, founder of UNDONE, described the collaboration as “a natural evolution” given the overlapping interests of F1 and anime fans, emphasizing the shared appreciation for craft, energy, and speed. UNDONE has previously collaborated with Williams on two watches, the FW47 and Carbono. The FW47 drew on the team’s car engineering, and the Carbono allowed for customization with driver numbers and helmet motifs.
Details of the new collection are expected to be released later this year.
The DAN DA DAN manga series, written and illustrated by Yukinobu Tatsu, has been serialized in Shueisha’s digital magazine Shonen Jump+ since April 6, 2021, and spans over 19 collected volumes. It then received an anime adaptation by Science SARU, with the first season airing from October 4 to December 20, 2024, while the second season aired from July 4 to September 19, 2025. A third season has been announced for a 2027 release.
Crunchyroll is streaming the anime, described as follows:
When high schooler Momo, who comes from a family of spirit mediums and scoffs at aliens, meets occult-obsessed Okarun, who believes in extraterrestrials, their rivalry leads them to confront real paranormal threats. Momo awakens her spiritual powers, while Okarun gains a cursed ability, forcing them to team up against yokai, UFOs, and otherworldly chaos.
