Tommy Hilfiger and Cadillac Formula 1 Team have forged a multiyear partnership setting the fashion brand up as the team’s official apparel partner.
The Hilfiger brand, which is part of PVH Corp., is bringing its spirit of “fashiontainment” to F1 at a time when the sport’s popularity is at an all-time high. Cadillac Formula 1 Team is the first new addition since 2016, and the team intends to join the Formula 1 grid in 2026.
“Two icons. One vision. A bold new era of American motorsport,” said Tommy Hilfiger. “We’re proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share a vision to honor 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 an interview Tuesday, Hilfiger said he’s been fascinated by racing his entire life, having grown up near Watkins Glen’s F1 racetrack. “My friends and I would peer over the fences, and I would watch the races. I became obsessed with it. It was such an event, it was like a rock concert,” said Hilfiger. He said bands would be playing and they’d tailgate, “It was wild.”
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Over the years, Hilfiger’s company has sponsored Team Lotus, Ferrari and Mercedes-AMG, and collaborated with Lewis Hamilton. Hilfiger’s Mercedes Benz contract was expiring, and they decided to sponsor the Cadillac Formula 1 Team, an American team. “I thought it would be great to partner with them,” said Hilfiger.
In March, the Cadillac F1 Team received final approval to join the pinnacle of motorsport. Formed by TWG Motorsports and General Motors, the team brings together a legacy of engineering excellence and a shared commitment to innovation and performance.
“We are an American team representing one of the most iconic American brands of all time,” said 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 of Tommy Hilfiger, added: “From the very beginning, entertainment and sport have been a 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.”
Hilfiger brings over three decades of experience in the sport, having written the playbook on how fashion shows up on the grid.
The partnership includes team kits featuring the brand’s signature design and iconology, with the Tommy Hilfiger logo displayed on the car, driver suits and helmets. A fanwear collection will also launch.
“Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner,” said Dan Towriss, chief executive officer of Cadillac Formula 1 Team. “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 1 stage, this partnership sets the tone for what’s ahead.”
Hilfiger said his company will be making team kits for the drivers, crews and management. They will also have a fanwear-collection, which will fuse Hilfiger’s “Prep Made Modern” aesthetic with the performance-driven codes of Cadillac Formula 1. While the initial launch is men’s wear, the company is currently sponsoring F1 Academy for women, and they will eventually add Cadillac merchandise for women, he said.
Asked if he’s ever owned a Cadillac, Hilfiger said he had a Cadillac Escalade for awhile. “It’s the most luxurious American car, and is built very well,” he said. Hilfiger said he’s especially excited because the teams he’s sponsored in the past were all European, and this is the first American brand he’s sponsored for racing.
He noted that the company has a team that designs the F1 apparel as part of the master design team.
Hilfiger loves the affiliation with Formula One racing. “It’s more than a sport, it’s a cultural force,” he said, attributing part of the consumer interest to Netflix’s “Drive to Survive” series, which he said lifted interest and put it onto another level.
“The young drivers are like rock stars. They’re very cool and they’re in great shape,” he said. They come out before the race in cool fashion and then change to their uniforms. He attributed a lot of the hype to Hamilton and George Russell, who wore Tommy Hilfiger when they raced for Mercedes. “They were the leaders of it,” he said.
Hilfiger added that the races in Miami, Austin and Las Vegas “are completely sold-out.”
The Cadillac Formula 1 Team hasn’t revealed its drivers yet, which will happen in August. “They’re going after some real stars,” Hilfiger said. In addition, the Cadillac racing car will be unveiled over the next couple of months. Each of the 11 teams has two cars.
“You’ll see a lot of red, blue and white flags being very present at the races,” added Hilfiger.
Last month at Formula One in Miami, TWG Motorsports x Cadillac F1 celebrated the official global launch of the Cadillac Formula 1 Team held inside a reimagined 1940s-style theater in the heart of South Beach. The venue, Queen, was transformed into Cadillac Club, where guests included Victoria Monet, Mickalene Thomas, Terry Crews, June Smollett, Sophia Bush, and Camila Coelho. Janelle Monáe performed, followed by an electric DJ set from the Grammy-nominated artist.
Hilfiger is launching the APXGP Collection ahead of the premiere of “F1 the Movie” in North America on June 27, and internationally beginning June 25. That collection features moto-emblazoned mechanic shirts, a varsity-meets-moto jacket in vegan leather, tailored Japanese denim jeans and a merino knit polo. A red quilted jacket modeled after the exact silhouette worn by Damson Idris’ character in the film is prominent in the lineup. Retail prices range from $50 to $790. The Hilfiger brand logo is prominently displayed on the APXGP car, driver’s kit and team uniforms.
Several capsule collections for the Cadillac Formula 1 Team will come out in spring 2026, around the time of the first race, said Hilfiger.
