Gobal apparel brand Tommy Hilfiger has sealed a multi-year partnership with the newly formed Cadillac Formula 1 Team. This collaboration designates Tommy Hilfiger as the team’s official apparel partner and lifestyle sponsor, uniting two prominent American brands on the international Formula 1 circuit.
The partnership signals a notable development for both entities. Tommy Hilfiger, recognised for its involvement in key cultural moments spanning fashion, art, music, entertainment and sport over more than four decades, continues its tradition of strategic alliances within sport. The brand aims to infuse its concept of 'fashiontainment' into Formula 1, capitalising on the sport's substantial and growing international fanbase. This union coincides with the arrival of the Cadillac Formula 1 Team, marking the first new team entry since 2016, setting the scene for a different approach to style and presentation within the paddock.
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Note: Clothing shown is not official Cadillac F1 gear and comes from the Tommy Hilfiger collection for illustrative purposes only
Tommy Hilfiger described the collaboration as "Two icons. One vision. A bold new era of American motorsport." He added, "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. As the sport’s presence around the globe continues to grow, it’s a fitting moment to show the world what an American team can bring."
The Cadillac F1 Team, a venture between TWG Motorsports and General Motors, secured its final approval to compete in March 2025. The team represents a renewed American commitment to Formula 1, combining engineering heritage with a focus on innovation and performance.
Cadillac Formula 1 Team Principal Graeme Lowdon highlighted the cultural alignment: “We are an American team representing one of the most recognised American brands. Tommy Hilfiger too is an American icon, and the brand’s history in Formula 1® is extensive. As we bring a distinct vision to the paddock, this partnership reflects the essence of our project. Together, we’re not only racing but also driving innovation that will influence both entertainment and engineering.”
Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, noted the brand’s foundational links to sport and entertainment: “By deepening our investment in motorsport, we are enthusiastic about presenting a new expression of what’s achievable when fashion moves at the pace of pop culture. This partnership continues our history of challenging norms, bringing style to the grid, and contributing to Formula 1’s evolution.”
Dan Towriss, CEO of Cadillac Formula 1 Team, welcomed Tommy Hilfiger as their inaugural official partner: “Tommy Hilfiger is an American original. This collaboration represents the fusion of two innovative brands — where performance meets signature style. As we build a team reflecting American ambition on the global F1® stage, this partnership establishes the tone for what lies ahead.”
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Tommy Hilfiger contributes considerable experience from over 30 years in Formula 1, having significantly shaped fashion's presence within the sport. The Cadillac F1® Team, supported by TWG Motorsports and General Motors, enters with established racing credentials and a lifestyle-oriented approach, championing the ambition of a new American team competing at the highest level.
The partnership will see Cadillac F1 Team personnel outfitted in bespoke kits featuring Tommy Hilfiger’s signature design elements, with the brand’s logo prominently displayed on the race car, driver suits, and helmets. Dedicated fanwear collections are also planned, merging Tommy Hilfiger’s “Prep Made Modern” aesthetic with the performance-driven identity of the Cadillac team – aiming to set a different benchmark for lifestyle collaborations in Formula 1.
Tommy Hilfiger boasts a long-standing engagement across various sports, including sailing, golf, snow sports, and football. Mr. Hilfiger’s personal connection to Formula 1 dates back to watching races at Watkins Glen. This passion translated into decades of involvement, sponsoring teams like Lotus, Ferrari, and Mercedes-AMG F1, and collaborating with figures such as Sir Lewis Hamilton. The brand continues its F1 engagement through initiatives like F1 The Movie and The APXGP Collection featuring Brand Ambassador Damson Idris. Demonstrating a commitment to progression, Tommy Hilfiger also sponsors the F1 Academy and driver Alba Larsen, advocating for greater inclusivity and visibility for women in the sport.
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