Tommy Hilfiger Partners With Cadillac Formula 1 Team for a Bold Fashion-Fueled Motorsport Future

In a move set to fuse high fashion with high speed, Tommy Hilfiger has announced a groundbreaking partnership as the official apparel partner for the new Cadillac F1 team, scheduled to debut in 2026. The collaboration unites two iconic American brands—Hilfiger and Cadillac—at the pinnacle of motorsport, marking a stylish milestone in Formula 1’s global expansion and cultural crossover.

This high-profile tie-in was revealed shortly after Tommy Hilfiger was named a sponsor of F1 Movie, the Apple Original Films project starring Brad Pitt and Damson Idris. Also a Hilfiger brand ambassador, Damson Idris,  fronts the launch campaign for the APXGP Collection—a racing-inspired fashion line timed to the F1 movie’s late-June release.

Now, with Cadillac’s entry into F1, Hilfiger will design official team kits, dressing drivers, pit crews, and management, while also launching fanwear collections that will be available in Tommy Hilfiger stores and online in 2026. The Tommy Hilfiger logo will appear on race suits, helmets, and cars, placing the brand front and centre on the global motorsport stage.

Tommy Hilfiger’s love affair with racing spans decades, dating back to partnerships with Team Lotus in 1991, as well as collaborations with Ferrari and Mercedes-AMG F1, and fashion partnerships with F1 champion Sir Lewis Hamilton. “The drivers are like rock stars,” Hilfiger says. “They’re cool, young, athletic people living a great lifestyle—and that aligns perfectly with what our brand represents.”

This partnership is a full-throttle reflection of Formula 1’s rising cultural cachet—especially in the U.S. Thanks to Netflix’s ‘Drive to Survive’ and the launch of the F1 Academy for female racers, the sport’s fan base has expanded, opening doors for lifestyle brands like Tommy Hilfiger to take centre stage.

 

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“F1 is more than a sport—it’s a global force,” Hilfiger said. “It blends fashion, music, entertainment, and speed. Cadillac and our brand both represent bold American innovation, and now we’re making history together.”

Cadillac Formula 1 Team Principal Graeme Lowdon added, “We’re building a team for Cadillac’s first entry into Formula 1 that everyone can be proud of. Partnering with Tommy Hilfiger adds another level of performance and pride, from the track to the fans.”

As both Cadillac and Hilfiger tap into advanced technology, style, and storytelling, the result is an immersive, fan-first experience. Expect high-performance materials, futuristic gear, and track-ready aesthetics—where fashion-forward meets motorsport function.

With Tommy Hilfiger at the design wheel and Cadillac in the driver’s seat, this union sets the stage for a new era in American F1 history—where style, speed, and storytelling converge at 200 mph.