How does Vowles' hobby influence Williams' business portfolio?
Williams Racing has announced a new licensing partnership with premium cyclewear brand Pedal Mafia, bringing the team’s championship-winning heritage from four wheels to two.
The initial collection features two distinctive options – one in Williams Heritage navy blue and a second in white inspired by the race suits worn by Alex Albon and Franco Colapinto this season. Both include Williams’ signature red keyline which adorns this year’s FW46 and was an iconic livery element of Championship-winning cars in the 1990s.
The tie-up was established after Williams team boss James Vowles and Pedal Mafia founder Jay Barron formed a strong friendship out cycling. Vowles has started a cycle club at Williams, meaning fans will be able to wear the same Pedal Mafia apparel as the Grove-based team.
And it builds on a raft of new licensing partnerships announced so far this year as Williams continues to strengthen on and off track in pursuit of future championship success. Pedal Mafia follows Abercrombie & Fitch, SunGod, Coachbuilt Whisky and HalfScale Cars in joining forces with the team.
Commenting on their new partner, Williams' Merchandise and Lucensing Director Luke Timmins noted: "It is great to welcome Pedal Mafia to our growing roster of licensing partners, giving our passionate fans the chance to show their support in first-class cycling kit when out on the road."
Reflecting on the newly-created partnership, Pedal Mafia's founder Jay Barron noted: "Pedal Mafia was built up on the relationships and stories we create on the road and this partnership is the essence of that.
"James and I bonded through our passion for cycling and I’m delighted we are bringing our two organisations together to provide Williams fans who share that love of cycling with premium kit which pays homage to the team’s rich heritage and bold ambition."
