Behind the scenes of an F1 team kit launch

Williams Racing recently held an exclusive event at One Marylebone in London to unveil their 2026 team kit in collaboration with streetwear brand New Era. The event, attended by drivers Alex Albon and Carlos Sainz, as well as Team Principal James Vowles, served as a fusion of motorsport heritage and modern streetwear culture. Beyond just a product launch, the venue was transformed into an immersive experience featuring simulated team garages, interactive merchandise customization, and displays celebrating the team's history. Both Vowles and New Era CEO Christopher Koch emphasized that the partnership reflects a commitment to both performance and self-expression, marking a new chapter in how F1 teams engage with fan culture off the track.