Carl Friedrik Becomes an Official Licensee of Williams Racing
Premium travel goods brand Carl Friedrik has signed a two-year licensing deal with celebrated British Formula One team Williams Racing.
Formula One enthusiasts and quality-driven travellers alike can anticipate the release of a co-branded travel collection later this year, promising effortless movement at every turn — including a hard-shell cabin suitcase, backpack, and luggage tag.
Drawing on the best of British engineering from each organisation’s respective fields, the range is inspired by the precision and innovation that defines motorsport at the highest level. Each piece will be exclusively available in Williams Racing’s signature colour palette.
This latest agreement is Williams Racing’s second licensing announcement in the past few days, highlighting the team’s commercial momentum as major brands are attracted by its mission to return to the front of the grid. Carl Friedrik follows Built For Athletes, Pedal Mafia, Abercrombie & Fitch, SunGod, Coachbuilt Whisky, HalfScale Cars, and LEGO in joining forces with the team over the past year. Williams Racing is set to field one of the strongest driver pairings on the grid in 2025 in Alex Albon and the incoming Carlos Sainz.
Mattis Oppermann, Carl Friedrik co-founder, said: “Williams Racing is a fabled racing team with which we proudly share a British connection. We’re pleased to announce the collaboration and look forward to releasing our co-branded travel goods range in 2025, which I’m confident will appeal to each partner’s audience.”
Luke Timmins, Director of Merchandise and Licensing at Williams Racing, commented: “We’re pleased to welcome Carl Friedrik to the team and to expand our lifestyle offering to fans through this collaboration, as excitement about our ambition and momentum continues to grow around the world.”
The licensed travel goods collection will be available to purchase online at carlfriedrik.com from 22nd April 2025.
