M&S will dress Atlassian Williams F1 Team as it navigates 24 races in 21 countries on the 2026 Formula 1 calendar, becoming the team’s new Official Travel Kit Partner in a multi-year agreement.
The partnership brings together two iconic British institutions united by a shared commitment to performance, precision engineering, and timeless design, and driven by an ambition to connect with audiences worldwide.
Through the agreement, M&S will outfit the Williams team with a modern travel wardrobe designed to look great and perform with style and comfort. Leadership, engineers, and drivers will also receive formal travel options – with sharp tailoring in high-performance fabrics which deliver wrinkle resistance, moisture wicking, four-way stretch and water-repellent protection.
At a time when Formula 1 continues to grow in global popularity, this partnership will help M&S to develop its profile beyond its key international markets. The brand now operates in over 70 countries across Europe, the Middle East, Asia, the US and Australia, and has seen particularly significant growth in its Autograph menswear brand which has quadrupled in value over the past three years.
Williams and M&S will celebrate the partnership through a series of moments across the Formula 1 season including major activations at Silverstone, behind the scenes content, and select fan-facing activations.
Octagon, a global agency and sports industry leader, was instrumental in bringing this partnership to life.
Mitch Hughes, M&S menswear director, said: “Partnering with Atlassian Williams F1 Team brings together two British brands who share a deep commitment to quality, innovation and progress. Our customer has incredibly high expectations of the clothes they choose – and rightly so. They want pieces that feel exceptional, perform brilliantly, and elevate the everyday. That’s the standard we design to, and it’s the same relentless precision you see in Formula 1.
“Modern clothing has to look sharp, feel great, and keep up with real life – moving effortlessly from work to travel to downtime, while maintaining a refined, timeless aesthetic. That’s exactly what our new Autograph Performance range delivers. It’s built for how we live today, combining timeless style with clever technical innovation so every piece performs, lasts and looks the part.
“Seeing the Williams team wear M&S this season will be a proud moment. We know our customers will instantly recognise the quality and purpose behind this collection and feel that same sense of confidence when they wear it.”
Luke Timmins, merchandise and licensing director, Atlassian Williams F1 Team, said: “With 24 races, multiple testing sessions, and hundreds of travelling team members, Travel Kit is a central part of how Atlassian Williams F1 Team shows up around the world. We are proud to work with M&S to create a kit that helps our team to look and feel their very best so that they can deliver real performance on and off the track.”
