NEW YORK – June 3, 2025 – In a landmark moment for American motorsport, Tommy Hilfiger and the newly announced Cadillac Formula 1® Team have revealed a multi-year partnership that places fashion firmly on the starting grid. As Cadillac prepares to join the 2026 Formula 1® World Championship, Tommy Hilfiger becomes the team’s official apparel partner and lifestyle sponsor — marking the first collaboration of its kind for the all-American entry.
This union of two cultural powerhouses signals more than just branding on the car — it’s a statement of intent. It reflects a shared commitment to style, innovation, and storytelling at the very highest level of global motorsport. With Tommy Hilfiger’s four-decade legacy in fashion and cultural influence, and Cadillac’s storied heritage of performance and engineering excellence, this partnership is poised to challenge the status quo and define a new era in Formula 1®.
“Two icons. One vision. A bold new era of American motorsport,” said Mr. Tommy Hilfiger. “We’re proud to continue our Formula 1® story alongside TWG Motorsports and Cadillac. We share a vision to honour the heritage of F1® while pushing it forward — celebrating where we come from, and reimagining where we can go.”
The partnership arrives at a pivotal moment in the sport’s history. Formula 1® has never been more popular globally, and Cadillac’s upcoming debut — backed by TWG Motorsports and General Motors — marks the first new team to join the grid since 2016. With an eye on the future, Cadillac F1® Team aims to represent American ambition, engineering, and culture at motorsport’s pinnacle.
“We are an American team representing one of the most iconic American brands of all time,” said Graeme Lowdon, Team Principal, Cadillac Formula 1® Team. “Tommy Hilfiger’s legacy in Formula 1® is unmatched. This partnership reflects the spirit of what we’re building — a fusion of style and performance, tradition and reinvention.”
The collaboration is built to be more than just skin-deep. Plans include immersive campaigns, limited-edition fanwear collections, and both physical and digital activations designed to bring consumers closer to the team than ever before. Signature team kits will feature Tommy Hilfiger’s distinctive design language and iconography, while the brand’s logo will appear on the car, driver suits, and helmets. The result is a convergence of ‘Prep Made Modern’ fashion aesthetics with the sleek performance language of a cutting-edge F1® team.
“By doubling down in motorsport, we are excited to present a fresh expression of what’s possible when fashion evolves at the speed of pop culture,” added Lea Rytz Goldman, Global Brand President, Tommy Hilfiger. “This partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1®.”
For Tommy Hilfiger, the track is familiar ground. The designer’s relationship with the sport dates back to his youth, when he watched cars fly by at Watkins Glen. Since then, the brand has left a lasting mark on Formula 1®, having partnered with iconic teams including Lotus, Ferrari, and Mercedes-AMG F1®, as well as with seven-time world champion Sir Lewis Hamilton. More recently, Hilfiger launched The APXGP Collection and played a creative role in F1® The Movie, further solidifying the brand’s connection with the sport.
Notably, Tommy Hilfiger is also one of the few fashion houses to actively support diversity within motorsport, through its sponsorship of the F1® Academy and rising talent Alba Larsen, helping to place women firmly at the heart of the grid.
“Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner,” said Dan Towriss, CEO of Cadillac Formula 1® Team. “This collaboration represents the fusion of two bold, innovative brands — where performance meets iconic style.”
As the countdown to 2026 begins, the Cadillac F1® Team and Tommy Hilfiger are ready to hit the accelerator on a shared vision that’s as ambitious as it is stylish. One that promises to bring fans into the fold — on the track, online, and everywhere in between.
