M&S revs up menswear with new Williams F1 Racing partnership
Marks & Spencer has today announced a new “multi-year partnership” to dress the Atlassian Williams Formula 1 Racing Team to and from races - kicking off with 24 races in 21 countries across the F1 2026 calendar.
Leaders, drivers and engineers will also receive tailored formalwear for travel, events and appearances, with sharp tailoring in high-performance fabrics that deliver wrinkle resistance, moisture wicking, four-way stretch and water-repellent protection, just like in M&S’s Autograph Performance range, which launched in October 2025.
M&S and Williams Racing will celebrate the partnership through a series of moments across the Formula 1 season, including major activations at Silverstone Circuit, behind-the-scenes content and select fan-facing activations.
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 at Atlassian Williams F1 Team, added: "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."
At a time when Formula 1 continues to grow in global popularity, the new partnership will help M&S 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.
M&S is the latest in a line of fashion brands and retailers to partner with F1 racing teams. Earlier this month, Tommy Hilfiger launched a fanwear collection in collaboration with Cadillac F1, while in July 2025 AllSaints partnered with Atlassian Williams Racing on a nine-piece limited-edition collection.
Prior to that, in April 2025, The Rolling Stones’ fashion and lifestyle brand RS No.9 Carnaby teamed up with Aston Martin Aramco on a limited-edition collection of hoodies, tees and caps, fusing the “rebellious spirit of rock ‘n’ roll” with the speed of Formula 1.
Before that, luxury high-performance skiwear brand Perfect Moment teamed up with the BWT Alpine Formula One Team on a special-edition capsule collection after signing a multi-year deal.
Palace and Kappa also got the racing bug with a collaboration for Alpine F1 merchandise, designed by Palace and produced by Kappa in November 2023, ahead of the Las Vegas Grand Prix.
Additionally, back in May 2023, premium fashion brand Reiss announced a multi-year partnership with the McLaren Racing Formula 1 Team to supply travel wear.
