Tommy Hilfiger Lands Official Apparel Partnership Deal With New Cadillac Formula 1 Team

There’s little debate about the burgeoning popularity of Formula 1 racing — the upcoming “F1 The Movie” stars Brad Pitt and Damson Idris and is slated to be a summer blockbuster, attendance at races is extremely high, and series offerings such as “Drive to Survive” and “F1: The Academy” only reinforce the strength of motorsports audiences at this current point in time.

Now, as Forbes detailed, a fashion icon is set to enter the mix alongside the launch of a new F1 racing team.

Tommy Hilfiger is set to partner with the new Cadillac F1 team as its official apparel label, with branding appearing both in press kits for the race team as well as in news related to a slew of fanwear that will drop March 2026, coinciding with that racing season and the introduction of Cadillac on the track.

“Tommy Hilfiger logo placement will grace technical gear such as the driver’s suit, helmet and race car for the new Cadillac Formula 1 team, which was created by TWG Motorsports and General Motors,” Forbes reported.

In advance of the F1 movie hitting theaters June 27, Tommy Hilfiger has launched its “F1 The Movie” APXGP Collection in its stores across the globe, in tandem with wholesale partners as well as its website. Idris already serves as a Tommy Hilfiger brand ambassador and is heavily featured in the collection’s marketing campaign.

Tommy Hilfiger and Cadillac Team Principal Believe Partnership Will Drive Success

Tommy Hilfiger has a history with motorsport, with previous partnerships including those with Team Lotus in 1991, as well as a more recent 2018 team-up under the banner of the Mercedes-AMG team via the stewardship of Lewis Hamilton, per NSS Sports. Hilfiger himself has made no secret of his lifelong love of motorsports, as the outlet noted.

In advance of the race season to come, both Hilfiger and his counterpart on the front line of the newest F1 team’s entry into the sport, Cadillac Formula 1 Team Principal Graeme Lowdon, appear enthusiastic about the prospects of their partnership.

“These two iconic American brands come together with a colorful history in visual culture. I love racing’s iconic graphics. The uniforms are very cool with patches, logos, and team names. It’s rich in design territory. We had insight into the Cadillac team’s design direction; it will look incredible across the collections,” Hilfiger said.

“Tommy has known Formula 1 for a long time. It’s the pinnacle of motorsport, like Cadillac is for luxury automobiles. Cadillac’s brand values are bold, sophisticated, and optimistic. That was a natural fit with the Tommy Hilfiger brand. Combining this offers an ambitious, confident outlook. The chemistry, vision, and passion felt right from the start. Racing is about passion and desire to win,” Lowden added.