Williams Racing, Pedal Mafia Launch Cycling Apparel CollectionWilliams Racing, Pedal Mafia Launch Cycling Apparel Collection

Williams Racing has announced a licensing partnership with premium cyclewear brand Pedal Mafia, bringing the team’s championship-winning heritage from four wheels to two.

The alliance unites two brands driven by performance and technical excellence and will showcase Williams’ proud British pedigree.

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 drivers 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 also unites two leaders with a personal connection – Williams Team Principal James Vowles and Pedal Mafia founder Jay Barron, who formed a strong friendship out cycling. Vowles has started a cycle club at Williams, meaning fans can wear the same Pedal Mafia apparel as the team.

The deal builds on a raft of new licensing partnerships announced 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.

“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,” says Luke Timmins, merchandise and licensing director, Williams Racing.

Related:Williams Racing, Coachbuilt Toast New Licensing Partnership

“Pedal Mafia was built up on the relationships and stories we create on the road and this partnership is the essence of that,” says Jay Barron, Founder, Pedal Mafia. “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.”