Tommy Hilfiger Becomes Official Partner of Cadillac F1 Team
As reported by Forbes, Tommy Hilfiger, the globally renowned American fashion label, has been named the official apparel partner of the new Cadillac Formula 1 team.
This marks the first official partnership announcement for the team, which will be operated by TWG Motorsports in collaboration with General Motors, set to debut in the 2026 Formula 1 season.
Tommy Hilfiger—whose brand has long intertwined fashion and motorsport—returns to the F1 scene following previous partnerships with Team Lotus, Ferrari, Mercedes-AMG Petronas, and driver Lewis Hamilton. The latest collaboration represents a fusion of racing passion and lifestyle design, a natural extension of Hilfiger’s own love for the sport.
Teamwear Meets Trackside Style
The partnership will deliver official team apparel—covering drivers, pit crew, engineers, and team management—along with a fanwear collection set to drop globally ahead of the 2026 F1 season. The Tommy Hilfiger logo will also be featured on the Cadillac F1 car, race suits, helmets, and paddock gear.
Retail collections will be available in Tommy Hilfiger stores worldwide, through select partners, and online via Tommy.com.
A Bold American Alliance
Both Tommy Hilfiger and Cadillac are American icons with global reach. Cadillac, which has a motorsport history dating back to Le Mans in 1950, will manufacture its F1 car in Indianapolis, adding “Made in the USA” flair to the grid. Hilfiger, meanwhile, continues to blend his “FAMES” formula—fashion, art, music, entertainment, and sport—into cultural touchpoints like Formula 1.
“The drivers are like rock stars,” Hilfiger told Forbes. “They’re cool young athletic people living a great lifestyle.”
Enhancing Fan Engagement Through Tech
Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, explained to Forbes how AI and technology are helping the brand enhance its Formula 1 presence:
“We see powerful ways to use technology to bring fans even closer through immersive activations, storytelling, and digital experiences.”
This strategic partnership is part of PVH Corp.’s broader brand-building vision.
“We are making this investment as Formula 1 expands its relevance in the US and globally,” said PVH CEO Stefan Larsson.
A Fashionable Launch With Hollywood Ties
The announcement also coincides with the global launch of Tommy Hilfiger’s F1 The Movie APXGP Collection, a capsule inspired by the upcoming F1 film starring Damson Idris—himself a brand ambassador. The campaign reinforces Tommy Hilfiger’s presence at the intersection of motorsport, fashion, and film.
Final Thoughts
As Forbes highlights, the union of Tommy Hilfiger and Cadillac is more than just a sponsorship—it’s a cultural statement. With an eye toward innovation, identity, and global engagement, this partnership signals a new era for American influence in Formula 1.
