Tommy Hilfiger, a PVH Corp. brand, further expands her commitment in motorsport. As the company announced, a multi-year partnership with Cadillac was closed-the new Formula 1 team, which was launched by TWG Motorsports in cooperation with General Motors.
As part of the contract, Tommy Hilfiger will appear as the team’s official clothing and lifestyle partner. Cadillac’s entry into the premier class of motorsport is planned for the 2026 season.
In an explanation, Tommy Hilfiger said that the brand would bring its spirit of “fashiontainment” into Formula 1. The popularity of sport is on an all -time high. In addition, the partnership brings two US brands together. The Cadillac Formula 1 team has been the first new addition to motorsport since 2016.
“Two icons. A vision. A bold new era of American motorsport,” said Tommy Hilfiger. “We are proud to continue our Formula 1 story alongside TWG Motorsports and Cadillac. We share the vision of appreciating and promoting Formula 1’s legacy: We celebrate where we come from and imagine where we can go. Since the worldwide presence of sports continues to take away, there is never a better time to have great dreams and what an American team shows in Can bring in the starting line -up. “
As the official clothing partner, the outfits of the Cadillac F1 team will wear the characteristic design and iconography of Tommy Hilfiger. The logo of the designer fashion brand will also be shown on the car, driver suits and helmets.
Tommy Hilfiger will also design fanwear collections that combine the “Prep Made Modern” aesthetics of the brand with the performance-oriented codes of the Cadillac Formula 1 team. The collections should question conventions and set “a new standard for lifestyle partnerships in sport”.
Graeme Lowdon, team leader of the Cadillac Formula 1 team, added: “We are an American team that represents one of the most iconic brands of all time. Tommy Hilfiger is also an American icon, and the legacy of the brand in Formula 1 is unsurpassed.
“Since we bring a bold new vision to the paddock, this partnership really reflects the spirit of what we build. Together we drive not only runs, but also drive innovations that will shape the future of entertainment and technology.”
Tommy Hilfiger becomes sponsor of the Cadillac Formula 1 team
In his forty -year history, Tommy Hilfiger has built up a unique legacy in the world of sport. The brand works with athletes: inside and events in sailing, golf, snow and football. Since the 1990s, the Lotus, Ferrari and Mercedes-AMG F1 team have sponsored them and has worked with the Formula 1 driver Lewis Hamilton.
The brand recently also presented a new APEXGP collection that is closely connected to the film ‘F1 the Movie’. Brand ambassador Damson Idris, who plays in the film, is the focus of the campaign. The film starts at the end of June.
Avery Baker, Global Brand President of Tommy Hilfiger, said: “From the beginning, entertainment and sports were part of the heritage of our brand. By committed in motorsport, we look forward to presenting a new expression of what is possible when fashion develops at the speed of pop culture.
“This iconic partnership continues our heir to cross borders, to bring style to the starting line -up and to promote the future of Formula 1.”
In March 2025, the Cadillac F1 team received the final approval of joining Formula 1. The team, founded by TWG Motorsports and General Motors, wants to open a new chapter in American participation in the global Formula 1 stage. The team has branches in Fisher, Indiana, and Charlotte, North Carolina, in the USA and Silverstone in Great Britain.
The new team has not yet announced its drivers, but an announcement is expected in the course of summer.
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