Formula 1 is making its Anime Expo debut—and it’s bringing supernatural chaos with it.
Atlassian Williams F1 Team, UNDONE, and the TV anime DAN DA DAN are joining forces for a bold activation at the Los Angeles Convention Center from July 2–5, marking the first-ever F1 presence at one of North America’s largest anime convention.
Fans can get up close with the official Atlassian Williams show car, now featuring a special one-off DAN DA DAN livery . The activation also includes exclusive giveaways and a first look at the collaboration that began at the Japanese Grand Prix in March.
Powering the experience is Sector Zero, a members-only pop-culture program 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 Anime Expo. Starting July 1, new DAN DA DAN-inspired merchandise, from t-shirts to tote bags, also became available online .
Luke Timmins, Licensing Director at Atlassian Williams F1 Team, called the activation a “first-of-its-kind” moment: “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”.
DAN DA DAN Producer Hiroshi Kamei added: “We are confident that this will be an incredible experience for all the fans, so please look forward to what’s to come!”
This isn’t just a merch drop—it’s a cultural crossover that reflects how F1 and anime fanbases increasingly overlap . For one weekend in LA, the speed of motorsport meets the supernatural energy of DAN DA DAN.
Anime Expo runs July 2–5 at the Los Angeles Convention Center.
Source: Atlassian Williams
