Tommy Hilfiger has officially entered the thrilling world of Formula 1 by announcing a multi-year partnership with the Cadillac Formula 1 Team, becoming the team’s official apparel partner and lifestyle sponsor. This collaboration marks an exciting new chapter not just for the iconic fashion brand, but for the already buzzing atmosphere in F1.
The partnership aligns perfectly with Cadillac Formula 1 Team’s entry into the sport, a significant milestone following their final approval in March 2025 to compete in the 2026 Formula 1 World Championship. Formed by TWG Motorsports and General Motors, the team stands as the first fresh addition to the F1 grid since 2016, breathing new life into a sport that always craves innovation.
Through this partnership, Tommy Hilfiger’s distinctive design ethos will become an integral part of the Cadillac Formula 1 Team’s identity. Expect to see the brand’s logo prominently featured on race cars, driver suits, and helmets, elevating both performance and style. To top it off, fans can look forward to a team kit and an exclusive line of fanwear that allows everyone to embrace this thrilling new journey.
“Two icons. One vision. A bold new era of American motorsport,” shared Tommy Hilfiger, resonating with the shared ambition of blending tradition with modernity. “We’re proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share a vision to honor the heritage of F1 while pushing it forward—celebrating where we come from and reimagining where we can go. With the sport’s allure expanding across the globe, there’s never been a better time to dream big and unveil what an American team can contribute to the grid.”
Tommy Hilfiger’s deeper connection with Formula 1 showcases a history of bold collaborations. With past sponsorships of teams like Lotus, Ferrari, and Mercedes-AMG, and partnership with superstar Sir Lewis Hamilton, the brand continues to establish its legacy through active participation across both the entertainment and sports arenas.
Recently, the brand joined forces for the film, F1 The Movie, launching The APXGP Collection, which features Brand Ambassador Damson Idris, and it also supports the F1 Academy along with climbing star Alba Larsen. This coupling of fashion and motorsport speaks volumes about Hilfiger’s commitment to fostering new talent.
“From the very beginning, entertainment and sport have been part of our brand’s heritage,” noted Lea Rytz Goldman, global brand president for Tommy Hilfiger. “By intensifying our focus on motorsport, we’re thrilled to present a fresh expression of what’s possible when fashion evolves at the lightning speed of pop culture. This partnership is not just about aesthetics; it’s about breaking boundaries and driving the future of Formula 1 in style.”
Dan Towriss, CEO of Cadillac Formula 1 Team, shared his excitement as well: “Tommy Hilfiger is an American original, and we’re immensely proud to welcome them as our first official partner. This collaboration symbolizes a fusion of two audacious and innovative brands—where performance meets iconic style. As we build a team that embodies American ambition on the global F1 stage, this partnership truly sets the tone for what’s ahead.”
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