Williams, UNDONE, and Dan Da Dan Chart Into F1 Territory

Atlassian Williams F1 Team has partnered with UNDONE and Mainichi Broadcasting System (MBS) to launch a limited capsule collection based on anime property Dan Da Dan, on March 26, 2026. The announcement, timed ahead of the Japanese Grand Prix at the Suzuka circuit, signals a calculated push by all three parties into a cross-cultural licensing territory previously untouched by Formula 1.

UNDONE’s Dan Da Dan collection is expected to span watches, apparel, and additional merchandise items for both anime and F1 fans. “Through this project, we hope to share the unique appeal and world of the TV anime Dan Da Dan with William’s fans,” stated Dan Da Dan Producer Hiroshi Kamei, while positioning the collaboration as a unique way to experience the anime.

However, details on pricing and specific product categories have not been confirmed. Crucially, this marks the first full-scale collaboration between a TV anime and an F1 team. Atlassian Williams F1 Team’s Merchandise and Licensing Director, Luke Timmins, stated this unique collaboration shows a new side of Williams that builds “on the joy and energy of major Japanese brands Dan Da Dan and UNDONE.”

Convergent Fanbases Drive the Logic Behind UNDONE's Dan Da Dan Collection

The commercial rationale of the Dan Da Dan capsule collection rests on audience overlap. The press release emphasized F1’s 800M fanbase, with a large portion from the younger generation, who embrace cross-cultural and cross-media offerings.

The overlap between F1and anime’s fanbase can also attract significant buyers. UNDONE founder Robert Tran described the dynamic, stating, “The overlap between F1 and anime isn't niche anymore — it's a culture."

The global anime merchandising market is currently valued at $12.07B, with a projection to grow to $13.22B by 2026. At a time like this, tapping into globally recognized anime IP allows any brand to attract an established buyer base, who typically spend on anime merchandise.

Timmins further emphasized the strategic timing, nodding to the Japanese Grand Prix and stating that "it's incredible to be able to bring the worlds of anime and Formula 1 together for the very first time.” Dan Da Dan season 3 has also been announced for a 2027 release, giving the IP a visible push among netizens.

The Dan Da Dan collaboration also builds on an existing commercial relationship between Atlassian Williams and UNDONE, which launched in July 2025. There are two already-launched timepieces: the FW47, engineered around the team's 2025 challenger, and the Carbono, which offered fans personalized engravings of driver numbers and helmet designs.