Wilkinson Sword and the Atlassian Williams F1 Team have announced the launch this month of Partners in Smooth, described as a “fan-facing campaign platform,” designed to bring the brand’s partnership to life through “playful storytelling, entertainment and fan engagement,” it said.
Fronted by a new online film, the campaign introduces Wilkinson Sword’s enigmatic and suave character, the Blade Master, as the team’s first ever Director of Smooth, who works with team principal James Vowles to support drivers Carlos Sainz, Alex Albon and Luke Browning as they sharpen up ahead of a race.
The campaign will run across the remainder of the 2026 Formula 1 season expanding beyond the film into creator content, fan participation, retail activations and live moments around key races.
It includes a fan experience at the Atlassian Williams F1 Team Fan Zone during British Grand Prix week in Central London, alongside a social call to action inviting audiences to share how they Get Race Ready using the #GetRaceReady and #PartnersInSmooth hashtags.
Jonathan Norman, senior marketing director at Edgewell Personal Care, said: “We were clear from the outset that this had to feel like a platform with its own personality, not just any partnership.
“At the centre of it is a shared belief in precision, preparation and performance. Whether that is the craftsmanship behind our products or the mindset of a Formula 1 team, we wanted to bring those qualities to life in a way that feels fresh, confident and fan facing.”
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