In a first of its kind collaboration, Atlassian Williams F1 Team and the anime DAN DA DAN were showcased together at Anime Expo earlier this year. Behind the collaboration is Sector Zero, a members-only pop culture program, operated by UNDONE, that provides priority access to exclusive drops, limited collections, and on-site privileges.
“It is fantastic to bring together the worlds of anime and F1 for this first-of-its-kind activation here in LA. Together with MBS and UNDONE, we’re proud to be pushing the boundaries of culture and sport, giving our fans a new way to connect their interests and celebrate F1 beyond the track,” said Luke Timmins, Licensing Director at Atlassian Williams F1 Team in a press release prior to Anime Expo.
The launch of the collaboration was announced in March at the Japanese Grand Prix, and since then the collaboration has resulted in a special one-off DAN DA DAN design of Williams’ FW48 that could be seen at Anime Expo.
“We are absolutely thrilled to showcase our collaboration with the Atlassian Williams F1 Team at the DAN DA DAN booth during Anime Expo. Starting with the reveal of this concept car and our special giveaways, we have a variety of exciting projects lined up for the future. We are confident that this will be an incredible experience for all the fans, so please look forward to what’s to come!” said Hiroshi Kamei, producer of DAN DA DAN in a press release.
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At Anime Expo, Dorkaholics was invited to speak with Robert Tran, co-founder of UNDONE, Sayako Niimi, Japan director and head of global partnerships at UNDONE , and Alba Safont Jorques, business development manager at Atlassian Williams F1, about the collaboration.
When UNDONE first approached Williams F1 about the potential partnerships that could be fostered, conversations revealed a pre-existing interest in anime.
“It turns out the F1 guys actually… were also anime guys, especially in the US. And vice versa. And then we asked the anime folks, they’re like, ‘Oh, we’re also watching F1 right now,” Robert said.
As a Japanese person, for Sayako Niimi seeing the mainstream growth of anime in American culture was something to celebrate.
“Even 10 years ago, anime was not like this. SO what makes me feel so excited and so actually happy is to see all these American people treasuring our culture.”
Fans of DAN DA DAN would more often than not categorize it as a supernatural story, and would also associate Turbo Granny with speed, which are two qualities this partnership highlights.
“What about supernatural meets speed?” is the phrase Robert shared when it came to explaining the common ground within the partnership.
In conversing with the UNDONE team, it became really clear that this partnership wanted to feel organic and natural as a celebration of two fandoms, and not just licesning.
“This is not only about two logos coming together in one product… it’s not about the Williams and DAN DA DAN logos on a T-shirt,” Sayako clarified.
And certainly much more has come from this partnership: an F1 car decked out in DAN DA DAN, the Sector Zero club, special box sets, and event activations from Anime Expo to upcoming F1 events.
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Earlier this week, Atlassian Williams F1 announced that Tzuyu from the K-pop group TWICE will be the voice to the official collaboration theme song with DAN DA DAN. Having released a debut mini-album as a solo artist last year, abouTZU, this upcoming track will be the next chapter of her solo career.
“I am truly honoured and excited to be part of this collaboration with Atlassian Williams F1 Team and DAN DA DAN, and to perform the official theme song. Bringing together the worlds of Formula 1, anime, and music makes this project unique, and I believe this collaboration will deliver something truly exciting and memorable for audiences worldwide,” Tzuyu said in an issued statement.
“Atlassian Williams F1 Team is an iconic and highly respected Formula 1 team, while DAN DA DAN is a hugely popular anime known for its distinctive visual style and dynamic storytelling. I am very much looking forward to the creative synergy we will bring to the official theme song and its music video.”
