From UNDONE:
Formula 1 is coming to Anime Expo for the first time as UNDONE, Atlassian Williams F1 Team and DAN DA DAN bring a bold new activation to one of the world’s most iconic anime events.
Following on from the launch of the collaboration at the Japanese Grand Prix in March, the three brands will reunite at one of the biggest conventions in North America. Fans will be able to see the official Atlassian Williams F1 Team car up close - now featuring a special one-off DAN DA DAN design - and take part in an exclusive giveaway.
Central to the experience is Sector Zero (sectorzero.club), the members-only pop culture programme, operated by UNDONE lab on behalf of Atlassian Williams F1 Team. Members receive priority access to exclusive drops, limited collections and on-site privileges throughout the season – including at the Anime Expo.
Starting from July 1st, new merchandise inspired by the collaboration will also be available online. From t-shirts to tote bags and stickers, the striking merch is designed to bring together the speed and adrenaline of motorsport, with the supernatural power of DAN DA DAN.
Luke Timmins, Licensing Director, Atlassian Williams F1 Team: “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.”
Hiroshi Kamei, Producer of TV Anime DAN DA DAN: ""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!""
Sayako Niimi, Japan Director, Lead Global Partnership, UNDONE: "We believe that Anime Expo is the right place to bring this activation to fans. After months of work with Atlassian Williams F1 Team and MBS, getting to share this with fans in person, and to welcome our first members into Sector Zero, is what we've been building toward.”
