Wilkinson Sword launches Partners in Smooth with F1
MEN’S grooming brand Wilkinson Sword has unveiled a new fan-facing campaign in partnership with Formula 1 with its new ‘Partners in Smooth’ marketing.
Designed to bring the brand’s partnership with the motorsport to life, the new campaign features a hero film and introduces Wilkinson Sword’s ‘Blade Master’ as the Atlassian Williams F1 Team‘s first ever ‘Director of Smooth’.
This character works directly with team principal James Vowles to support drivers including Carlos Sainz, Alex Albon and Luke Browning as they sharpen up ahead of the Grand Prix.
James Bower, commercial director at Atlassian Williams F1 Team, said: “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.”
The campaign is set to run across the remainder of the 2026 F1 season and will expand beyond the hero film into creator content, fan participation, retail activations and live moments across key races.
Further to this, Wilkinson Sword will feature as part of a fan experiecne at the Atlassian Williams F1 Team Fan Zone during the British Grand Prix week in London, alongside a social call to action that will invite consumers to share how they ‘Get Race Ready’ across social medias with the #PartnersInSmooth.
Jonathan Norman, senior marketing director at parent firm 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.”
