Tommy Hilfiger Unites With Cadillac F1 Team in Bold Partnership
Tommy Hilfiger, part of PVH Corp., joins the Cadillac Formula 1 Team as the official apparel partner and lifestyle sponsor, uniting two American icons and bringing bold design to the global Formula 1 arena. For more than forty years, Tommy Hilfiger has marked cultural milestones in fashion, art, music, entertainment and sport. He now brings his celebrated ‘fashiontainment’ spirit to F1® just as the sport enjoys record popularity. The partnership coincides with the arrival of the Cadillac Formula 1® Team, the first new entrant since 2016, and heralds fresh energy, style and storytelling on the grid.
“Two icons. One vision. A bold new era of American motorsport,” says 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. As the sport’s presence around the globe continues to soar, there’s never been a better time to dream big and show the world what an American team can bring to the grid.”
In March 2025, Formula 1’s governing body approved the Cadillac F1® Team, formed by TWG Motorsports and General Motors, to compete at the pinnacle of motorsport. The team blends engineering excellence with relentless innovation and performance, creating a standout American presence on the world stage.
“We are an American team representing one of the most iconic American brands of all time,” says Cadillac Formula 1® Team Principal Graeme Lowdon. “TOMMY HILFIGER, too, is an American icon, and the brand’s legacy in Formula 1® is unmatched. As we bring a bold new vision to the paddock, this partnership truly reflects the spirit of what we’re building. Together, we’re not only racing, but driving innovation that will shape the future of both entertainment and engineering.”
Lea Rytz Goldman, Global Brand President, Tommy Hilfiger, adds: “From the very beginning, entertainment and sport have been part of our brand’s heritage. 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. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1®.”
Dan Towriss, CEO of Cadillac Formula 1® Team, remarks: “Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner. This collaboration represents the fusion of two bold, innovative brands, where performance meets iconic style. As we build a team that reflects American ambition on the global F1® stage, this partnership sets the tone for what’s ahead.”
Tommy Hilfiger brings more than three decades of motor-racing experience to the alliance, having pioneered the integration of fashion with the grid. Supported by TWG Motorsports and General Motors, the Cadillac Formula 1® Team enters the sport with deep racing roots and a lifestyle-led perspective, embodying the dream of an all-American team ready to compete at the highest level.
The agreement covers bespoke team kits that showcase Tommy Hilfiger’s signature design and iconography. The TOMMY HILFIGER logo will feature prominently on the car, driver suits and helmets. Fanwear collections will follow, blending the brand’s ‘Prep Made Modern’ aesthetic with the performance-driven ethos of the Cadillac Formula 1® Team and setting a new benchmark for lifestyle partnerships in motorsport.
Over the past forty years, Tommy Hilfiger has forged a singular sporting legacy, partnering with athletes and events in sailing, golf, snow sports, and football. Hilfiger’s lifelong passion for Formula 1®, kindled while watching races through the fences at Watkins Glen, has driven decades of involvement. Since the 1990s, the label has sponsored Team Lotus, Ferrari and Mercedes-AMG F1®, and collaborated with Sir Lewis Hamilton to redefine the intersection of sport and style. Today, the brand breaks further ground with F1 The Movie and The APXGP Collection, fronted by ambassador Damson Idris. It strengthens its commitment to inclusivity by sponsoring F1 Academy and rising star Alba Larsen, placing women at the forefront of the grid.