Carl Friedrik revs up performance travel offer with Williams Racing partnership
Premium luggage and travel goods brand Carl Friedrik has signed a two-year licensing deal with celebrated British Formula One team, Williams Racing.
The partnership will see the launch of a sleek co-branded travel collection this spring, including a hard shell cabin suitcase, a backpack and a luggage tag.
The range draws on the best of British engineering from both organisations' respective fields, "inspired by the precision and innovation that defines motorsport at the highest level".
Carl Friedrik co-founder at Mattis Oppermann, said: "Williams Racing is a fabled racing team with which we proudly share a British connection. We’re pleased to announce the collaboration and look forward to releasing our co-branded travel goods range in 2025, which I’m adamant will appeal to each to partner’s audience."
Williams Racing has been revving up its commercial momentum as it continues its "mission to return to the front of the grid". Carl Friedrik follows in the footsteps of other brands getting into bed with the Formula One giant over the past year, including Abercrombie & Fitch, Built For Athletes, Pedal Mafia and LEGO.
Luke Timmins, Director of Merchandise and Licensing at Williams Racing, said: "We’re pleased to welcome Carl Friedrik to the team and to expand our lifestyle offering to fans through this collaboration as excitement about our ambition and momentum continues to grow around the world."
The licensed travel goods collection will be available to purchase on the Carl Friedrik website from 22 April 2025.
