Click to enlarge.
Tommy Hilfiger, part of PVH Corp. [NYSE: PVH] and Cadillac Formula 1® Team (NYSE: GM) today announced a multi-year partnership “with Tommy Hilfiger as the team’s official apparel partner and lifestyle sponsor.” The partnership includes team kits using the brand’s signature design and iconography, with the Tommy Hilfiger logo displayed on the car, driver suits and helmets. Fanwear collections will also launch, fusing Tommy Hilfiger’s “Prep Made Modern” aesthetic with the performance-driven codes of Cadillac Formula 1® Team. (Read AutoInformed.com on: Cadillac Formula 1 Team to Run in 2026, and General Motors via Cadillac F1 Bound 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 re-imagining 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 March 2025, the Cadillac F1® Team received final approval to join Formula 1. Formed by TWG Motorsports (it also owns Spire Motorsports, Andretti Global and Wayne Taylor Racing – AutoCrat.) and General Motors, the team brings together “a legacy of engineering excellence and a shared commitment to innovation and performance — representing a new chapter in American participation on the global Formula 1® stage.”
“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.”
“From the very beginning, entertainment and sport have been part of our brand’s heritage,” said Lea Rytz Goldman, Global Brand President, Tommy Hilfiger. “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®.” [ We’ll have to take his word for it since only the bland two-color logo was provided – AutoCrat]
“Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner,’’ said Dan Towriss, CEO 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 F1® stage, this partnership sets the tone for what’s ahead.”
During its 40-year history, Tommy Hilfiger has built the brand across the world of sport by partnering with athletes and events across competitive sailing, golf, snow sports and soccer. A lifelong Formula 1® fan, Hilfiger’s passion began as he peered through the fences at Watkins Glen racetrack, once home to the U.S. Grand Prix. That passion evolved into a decades-long involvement. Since the ’90s, Tommy Hilfiger has sponsored Team Lotus, Ferrari, and Mercedes-AMG F1®, and collaborated with Sir Lewis Hamilton. Today, the brand continues marketing with F1® The Movie and The APXGP Collection, fronted by Brand Ambassador Damson Idris. Reinforcing its commitment to breaking convention, Tommy Hilfiger also sponsors F1® Academy and rising female driver Alba Larsen.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Annals of Marketing – Hilfiger Joins Cadillac Formula 1®
Click to enlarge.
Tommy Hilfiger, part of PVH Corp. [NYSE: PVH] and Cadillac Formula 1® Team (NYSE: GM) today announced a multi-year partnership “with Tommy Hilfiger as the team’s official apparel partner and lifestyle sponsor.” The partnership includes team kits using the brand’s signature design and iconography, with the Tommy Hilfiger logo displayed on the car, driver suits and helmets. Fanwear collections will also launch, fusing Tommy Hilfiger’s “Prep Made Modern” aesthetic with the performance-driven codes of Cadillac Formula 1® Team. (Read AutoInformed.com on: Cadillac Formula 1 Team to Run in 2026, and General Motors via Cadillac F1 Bound 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 re-imagining 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 March 2025, the Cadillac F1® Team received final approval to join Formula 1. Formed by TWG Motorsports (it also owns Spire Motorsports, Andretti Global and Wayne Taylor Racing – AutoCrat.) and General Motors, the team brings together “a legacy of engineering excellence and a shared commitment to innovation and performance — representing a new chapter in American participation on the global Formula 1® stage.”
“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.”
“From the very beginning, entertainment and sport have been part of our brand’s heritage,” said Lea Rytz Goldman, Global Brand President, Tommy Hilfiger. “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®.” [ We’ll have to take his word for it since only the bland two-color logo was provided – AutoCrat]
“Tommy Hilfiger is an American original, and we’re proud to welcome them as our first official partner,’’ said Dan Towriss, CEO 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 F1® stage, this partnership sets the tone for what’s ahead.”
During its 40-year history, Tommy Hilfiger has built the brand across the world of sport by partnering with athletes and events across competitive sailing, golf, snow sports and soccer. A lifelong Formula 1® fan, Hilfiger’s passion began as he peered through the fences at Watkins Glen racetrack, once home to the U.S. Grand Prix. That passion evolved into a decades-long involvement. Since the ’90s, Tommy Hilfiger has sponsored Team Lotus, Ferrari, and Mercedes-AMG F1®, and collaborated with Sir Lewis Hamilton. Today, the brand continues marketing with F1® The Movie and The APXGP Collection, fronted by Brand Ambassador Damson Idris. Reinforcing its commitment to breaking convention, Tommy Hilfiger also sponsors F1® Academy and rising female driver Alba Larsen.
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.