New Era and Williams Atlassian Formula 1 team have teamed up to create a Miami Grand Prix collection for the upcoming race.
Inspired by the scenic Ocean Drive hues of Miami, the new collection features a navy short-sleeve button-down shirt with the Miami landscape, T-shirts with gradient purple-to-pink sunset colors, posters, key chains and signature New Era navy 9Forty M-crown A-frame caps for drivers Carlos Sainz and Alex Albon.
Luke Timmins, director of merchandise and licensing at Atlassian Williams Formula 1 team, sat down in an exclusive interview to discuss the new partnership with New Era and the new collection.
LEWIS GANT
“We’re on a mission to get back to the front of the grid in every area — from on-track performance to fan activation and activity,” Timmins told WWD. “Our team is a real hub of innovation, with lots of people testing new things and pushing the limits of what’s possible. That thinking shaped the way we thought about our Teamwear partnership with New Era. [New Era is a] real innovator, cutting the intersection between sport and performance — and producing everything from really cool wearable, lifestyle pieces, to elite performance wear for major U.S. sporting brands. Beyond that, they have enormous reach across our key target markets — so we knew that they could help us to build our brand beyond the track and in-store.”
Miami was of interest to the two brands as it’s one of the biggest races on the calendar — with 51 million U.S. Formula 1 fans, 9 percent of whom are in Florida.
“More than racing, the city has a really great visual identity that we knew we could lean into,” he continued. “When we came together with New Era, we all had masses of ideas about how we could bring that story to life through a race capsule. Our relationship is really collaborative; we get together, brainstorm and then develop everything from silhouette to branding, color and material in partnership. It allows us to draw on our shared knowledge and push the boundaries of what’s possible.”
For the new collection, Timmins said the teams wanted to pay homage to the vibe and feel of Miami without it being specifically tied to the race/track. Miami motifs of palm trees, sunset and Ocean Drive buildings were the main points of inspiration.
LEWIS GANT
“The city is full of incredible independent businesses and cultural hubs, which thrive because of the work that the community puts into them.”
With an array of lifestyle and partnership deals with other brands including All Saints, Carl Friedrik and Girard Perregaux, he said that the deals are “incredibly important” partnerships for the team.
“For many fans, merch is the first way that they encounter the Williams brand. Creating pieces for every price point and lifestyle helps us to extend our reach to new audiences and bring everyone with us on our journey. And for our existing fans, it helps them to stay engaged and gives them a way to show their pride in the team,” concluded Timmins.
The new Atlassian Williams Formula 1 team x New Era Miami collection will be available for purchase online and on the ground at the Miami Grand Prix in the Williams Fan Zone.
View the original article here
