Tommy Hilfiger has been announced as the official apparel partner of the Cadillac Formula 1® Team, marking a major move in both motorsport and fashion history. The multi-year partnership comes ahead of the team’s highly anticipated entry into the 2026 Formula 1® World Championship. As Cadillac’s first official partner, the collaboration promises to fuse iconic American style with the adrenaline of elite racing.
This groundbreaking alliance draws on Tommy Hilfiger’s deep roots in motorsport, having previously sponsored legendary teams such as Ferrari, Lotus, and Mercedes-AMG F1®, and collaborated with Lewis Hamilton on boundary-breaking capsule collections. With F1’s global popularity surging, the brand seizes the opportunity to return to the track—this time alongside an all-American team that represents innovation, design, and engineering excellence.
Together, Tommy Hilfiger and Cadillac F1® Team plan to launch fanwear collections, immersive campaigns, and exclusive events that grant fans digital and physical front row access. The team’s racing gear will showcase the TOMMY HILFIGER logo across car liveries, driver suits, and helmets, while fanwear will blend performance with the label’s unmistakable “Prep Made Modern” aesthetic.
“This collaboration represents two icons joining forces,” said Mr. Tommy Hilfiger. “We’re celebrating heritage while pushing style and performance forward. This is about bold moves on and off the grid—showing the world what an American team can achieve in Formula 1®.”
The Cadillac Formula 1® Team was officially greenlit in March 2025, a joint initiative between General Motors and TWG Motorsports. With roots in multiple racing disciplines, including Formula E, INDYCAR, and NASCAR, the team brings a wealth of competitive experience and a bold vision for the future of F1®.
Cadillac F1® Team Principal Graeme Lowdon emphasized the alignment between the brands: “TOMMY HILFIGER is synonymous with American innovation and style. Partnering with a brand that has such an authentic history in motorsport, and a future-focused outlook, sets the tone for what this team is about.”
Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, highlighted the cultural impact: “By doubling down in motorsport, we’re not just making clothes—we’re shaping culture. This partnership is a tribute to speed, performance, and modern design sensibility.”
Cadillac F1® CEO Dan Towriss concluded, “We’re building a new chapter in American motorsport, and Tommy Hilfiger is the perfect first partner to bring that vision to life. This is more than sponsorship—it’s a shared mission to define what’s next.”
The partnership further extends Tommy Hilfiger’s presence in motorsport beyond branding. The brand is also the official partner of the F1® Academy, supports rising talent like Alba Larsen, and continues to lead innovative crossovers between fashion and film, including its involvement in the upcoming F1® movie starring Damson Idris.
As both icons prepare to take on the 2026 Formula 1® season, this union promises to not only deliver speed and performance but reshape the intersection of sport, fashion, and culture.
