Tommy Hilfiger has officially joined the Cadillac Formula 1 Team as its apparel partner and lifestyle sponsor. The announcement marks Cadillac’s first major partnership as it prepares to join the Formula 1 grid for the 2026 season. Backed by TWG Motorsports and General Motors, the team aims to compete at the highest level of international racing while building an identity rooted in American innovation and performance.
This multi-year partnership brings together two brands with deep roots in design and engineering. Tommy Hilfiger brings decades of experience to the track, drawing from a long history of collaborations across sailing, soccer, snow sports, and Formula 1. Since the 1990s, the brand has worked with teams like Lotus, Ferrari, and Mercedes-AMG, and more recently collaborated with Sir Lewis Hamilton and projects like F1 The Movie and The APXGP Collection.
For Cadillac, this partnership with Tommy Hilfiger adds a new layer of energy to its Formula 1 debut. As the first new F1 team since 2016, Cadillac enters the sport with a clear identity: American design, engineering strength, and a lifestyle-focused perspective. The team plans to reflect those values both on and off the track.
Tommy Hilfiger will outfit the team in customized kits featuring its signature style and branding. The logo will appear on the car, the driver suits, and helmets, reinforcing the brand’s presence across every touchpoint. In addition, Tommy Hilfiger will launch fanwear collections that combine its “Prep Made Modern” aesthetic with Cadillac’s high-performance visual language.
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Both brands plan to go beyond apparel. The partnership includes immersive fan activations and digital content designed to give audiences global access to the team’s evolution. As F1 interest surges worldwide, the collaboration looks to build momentum around storytelling, identity, and American design.
Tommy Hilfiger, founder of the brand, called the partnership “Two icons. One vision. A new era of American motorsport.” He described it as a way to honor Formula 1 while bringing fresh energy to the sport.
Graeme Lowdon, Team Principal of the Cadillac Formula 1 Team, sees this as a defining moment: “We are an American team representing one of the most iconic American brands of all time. Tommy Hilfiger brings a unique perspective and a legacy in the sport that aligns with everything we’re building.”
Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, echoed that sentiment. She pointed to motorsport as a space where fashion and culture evolve rapidly and sees this partnership as an opportunity to redefine the relationship between sport and style.
The Cadillac Formula 1 Team also received final approval to join the championship in March 2025. As preparations for 2026 continue, the partnership with Tommy Hilfiger sets a clear ton, Formula 1 can serve as a platform for more than just racing. With an emphasis on performance, identity, and visibility, both brands plan to shape how the sport engages with fans, both at the track and beyond.
This collaboration also continues Tommy Hilfiger’s support of broader change in motorsport. In addition to its work with top teams and athletes, the brand sponsors the F1 Academy and rising driver Alba Larsen, pushing for more inclusion in a space long dominated by tradition.
