The US fashion label Tommy Hilfiger has expanded its involvement in motorsports. On Monday, the brand, which is part of the clothing group PVH Corporation, and the F1 Academy automobile racing series, in which only female drivers take part, announced the start of their official partnership.
As part of the collaboration, Tommy Hilfiger will, among other things, dress the employees of the F1 Academy from the coming season and sponsor and equip the Spanish driver Nerea Martí from the Campos Racing team. The aim of the brand, which has been involved in motorsports for decades, is to “use its global platform to empower young female drivers and change the landscape of the sport,” says a statement.
Managing Director Susie Wolff hopes the partnership will bring greater attention to the F1 Academy, which completed its debut season last year. The Tommy Hilfiger brand is “fully behind our mission to increase the visibility of women in motorsports” and can use its global popularity to appeal to interested parties “outside the world of motorsports” and thus help to reach “new target groups” for the racing series , she explained in a statement.