Once recognized purely as a motorsport, Formula 1 has evolved into one of the world’s most exclusive sporting experiences, where luxury, fashion, and global culture intersect.
From the sport’s 10-year partnership with the luxury group LVMH (LVMH) to races in extravagant destinations like Monaco and Abu Dhabi, Formula 1 now attracts A-list celebrities, showcases premium brands, and exerts global cultural influence. Recently, fashion has become increasingly central to the sport’s identity.
That major shift has been made especially evident as the Cadillac Formula 1 Team prepares to join the grid in 2026 as the championship’s 11th team, marking the first time since the Haas F1 Team debuted in 2016.
Cadillac partners with Tommy Hilfiger for official 2026 Formula 1 team apparel
To reinforce its luxury, all-American image, Cadillac has selected Tommy Hilfiger as its exclusive apparel partner for the 2026 Formula 1 season.
The partnership will introduce the team’s first-ever official fanwear collection, including replica versions of its driver caps, T-shirts, polos, tanks, sweatshirts, jackets, hoodies, vests, and more.
The designs combine Cadillac’s heritage with Tommy Hilfiger’s signature aesthetic, featuring a red, white, and black color palette. Logos are kept minimal, making the pieces stylish and wearable beyond the 2026 season.
“This collection celebrates the Tommy Hilfigerbrand’s legacy in Formula 1 and the sport it has become today,” said Tommy Hilfiger Global Brand President Lea Rytz Goldman in a press release. “For decades, Tommy has brought fashion into sport and entertainment, and F1 is now a major cultural force where we show up in a unique way.”
The collection will be available through Tommy Hilfiger’s global retail network and e-commerce platform, Cadillac’s online shop, the official F1 store, and select wholesale partners throughout the season.
Tommy Hilfiger’s 35-year Formula 1 history
While this is Tommy Hilfiger’s first partnership with Cadillac, the brand brings more than three decades of Formula 1 experience.
Key Tommy Hilfiger Formula 1 partnerships
- 1991-1994: Branding on Team Lotus cars (Source:PVH)
- 1998: First non-automotive brand to sponsor Ferrari (Source:Motors Inside)
- 2018: Began a multi-year official apparel partnership with the Mercedes-AMG Petronas Formula 1 Team (Source:Tommy Hilfiger)
- 2018: Men’s global brand ambassador collaboration with Lewis Hamilton (Source:Mercedes)
- 2024: Official partner for F1 Academy (Source:PVH)
- 2025: Official sponsor of F1 The Movie and launch of the APXGP collection (Source:Tommy Hilfiger)
This longstanding history positions Tommy Hilfiger among Formula 1’s established fashion partners.
The growing role of fashion in Formula 1
Most Formula 1 teams choose sportswear brands as their team kit suppliers, yet Cadillac is among the few to partner with a fashion label in 2026.
2026 Formula 1 team kit suppliers
- Adidas:Audi (VLKAF) & Mercedes
- Puma:Aston Martin, Ferrari (RACE), & McLaren
- Castore:Alpine Cars, Haas F1 Team, Red Bull Racing
- New Era:Williams
- Tommy Hilfiger: Cadillac (Source:PVH)
- HUGO: Racing Bulls (Source:Visa Cash App)
In an interview with The Daily Front Row, Tommy Hilfiger said the shared vision for this collection is to redefine what American motorsport looks like on a global stage.
“We blend heritage with progress, precision with personality, and fashion with fandom,” Hilfiger added. “It’s about creating a cultural moment where racing, entertainment, and self-expression converge. This is ‘fashiontainment’ at full throttle.”
Cadillac-Hilfiger: a strategic partnership
Cadillac and Tommy Hilfiger’s partnership is mutually beneficial, allowing them to tap into each other’s customer bases, increase global brand recognition, strengthen credibility, and maintain relevance, thereby accelerating market penetration and supporting long-term growth.
“By collaborating, each brand taps into the other’s audience base, expanding visibility and entering new customer segments,” said Impact Marketing Expert Jason Perumal. “It’s comparable to unlocking doors to communities that might otherwise take months or even years to reach.”
For Tommy Hilfiger’s parent company, PVH Corp. (PVH), the timing aligns with continued revenue growth driven by core lifestyle categories and motorsport-inspired campaigns.
In the third quarter of 2025, PVH’s net revenue increased 2% year over year to nearly $2.3 billion, with Tommy Hilfiger becoming the company’s highest-revenue brand, rising 1%.
Cadillac’s parent company, General Motors (GM), continues to invest in elevating the brand.
While General Motors’ net revenue declined 5.1% year over year to $45.3 billion in the fourth quarter of 2025, Cadillac delivered its best U.S. sales performance in about a decade, with electric vehicle sales up 26%, according to GMAuthority.
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Founded in 1902, Cadillac has long symbolized American luxury and innovation, which is why it strategically chose to be backed by American-based companies, including General Motors, TWG Motorsports, and Tommy Hilfiger.
According to the 2025 Formula 1 Global Fan Survey, Formula 1 audiences in the U.S. are growing rapidly, especially among younger audiences. Around 70% of Gen Z U.S. respondents say they engage with F1 content daily, while 39% of Gen Z respondents and 41% of surveyed women say they’re more likely to consider an F1 sponsor product.
With rising viewership in the U.S. and younger generations’ high interest in branded apparel, this partnership has strong potential to create a cultural and commercial footprint that extends beyond the Formula 1 race track.
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