Tommy Hilfiger Accelerates Into Formula 1 with Cadillac Team

Where high-speed engineering meets high fashion, a bold new chapter in American motorsport begins. Tommy Hilfiger, the iconic American fashion label, has officially joined forces with the Cadillac Formula 1 Team as its exclusive apparel partner and lifestyle sponsor. The multi-year collaboration marks a pivotal moment as Cadillac gears up to make its debut on the Formula 1 grid in 2026 — the sport’s first new team entry since 2016.

With this partnership, Tommy Hilfiger isn’t just along for the ride — it’s helping drive the narrative. From custom-designed team kits and exclusive fanwear collections to the brand’s unmistakable logo featured on race cars, driver suits, and helmets, Hilfiger’s signature red, white, and blue DNA is speeding straight onto the global F1 stage.

“Two icons. One vision. A bold new era of American motorsport,” shared Tommy Hilfiger. “We’re proud to continue our Formula 1 story with TWG Motorsports and Cadillac. As the sport soars globally, now is the moment to reimagine what an American team can bring to the grid — with style.”

The Cadillac Formula 1 Team, a joint venture between TWG Motorsports and General Motors, was officially green-lit in March 2025. With the countdown to the 2026 World Championship underway, the team isn’t just making headlines for its engineering—it’s becoming a fashion-forward force to watch.

Of course, this isn’t Hilfiger’s first lap around the F1 circuit. The brand has a celebrated legacy in motorsport, having partnered with iconic teams like Lotus, Ferrari, and Mercedes-AMG. Not to mention its dynamic collaborations with Sir Lewis Hamilton and, more recently, with F1: The Movie, launching the APXGP Collection led by brand ambassador Damson Idris. The label also champions rising talent, including support for the F1 Academy and rising star Alba Larsen.

“From the very beginning, entertainment and sport have been part of our brand’s heritage,” said Lea Rytz Goldman, Global Brand President at Tommy Hilfiger. “This partnership is more than branding — it’s about evolving fashion at the pace of pop culture and redefining how we show up in the world of motorsport.”

And Cadillac couldn’t agree more. Dan Towriss, CEO of the Cadillac Formula 1 Team, echoed the sentiment:

“Tommy Hilfiger is an American original. Together, we’re blending performance and iconic style. This partnership sets the tone for a new, ambitious American presence on the F1 grid.”

As the engines roar and the fashion statements rev up, one thing is clear: Tommy Hilfiger is not just watching from the sidelines. It’s in the pit lane, on the podium, and dressed to win.