For Tommy Hilfiger, Racing Is a Lifestyle: A Deep Dive into the Brand's DNA
In the world of high fashion, few brands have as deep a connection to the thrill of racing as Tommy Hilfiger. What began as a niche sport for car enthusiasts has become a global phenomenon, and Tommy Hilfiger has been at the forefront of this evolution, seamlessly blending fashion and entertainment with the adrenaline-pumping world of motorsport.
The American fashion house's involvement with racing goes back decades, starting with early team sponsorships in the 1990s. The brand became the official clothing sponsor for Team Lotus from 1991 to 1994 and then the first non-automotive brand to sponsor Scuderia Ferrari from 1998 to 2001. These partnerships laid the foundation for Tommy Hilfiger's deep-rooted connection to Formula 1.
Tommy Hilfiger himself is a racing enthusiast, recalling his childhood fascination with the sport. "My connection to Formula 1 started when I was a kid watching races through the fences at Watkins Glen, captivated by the thrill of the energy, speed, and the inescapable cool of the uniforms," he tells Harper's Bazaar. "That passion led to our first partnership with Team Lotus in the early '90s, and from there, we've continued to evolve. Each step has been about pushing things forward."
In 2018, Tommy Hilfiger took its involvement to the next level by naming Lewis Hamilton, a seven-time World Champion and fashion icon, as a global brand ambassador. From 2018 to 2024, Tommy served as the official apparel partner for Mercedes, further solidifying its presence in the sport. Since then, the brand has worked with the all-female racing series F1 Academy to diversify motorsport, outfitting the staff and sponsoring individual drivers.
The brand's involvement in the F1 sphere reached an all-time high this year with Cadillac's highly anticipated grid entry. The car brand joined the race for its first season, and Tommy Hilfiger was naturally tapped to design the team kits, pit uniforms, and merchandise. Lead driver Sergio 'Checo' Pérez is even Tommy's latest global menswear ambassador, showcasing the brand's commitment to the sport.
The designer himself watched the cars speed by at the Australian Grand Prix and Miami Grand Prix, alongside his family, colleagues, and friends of the brand, including Suni Lee and Katseye's Manon. "The paddock has become a space where style feels real and personal, and it's only getting more interesting," Hilfiger tells Bazaar. "Fashion and motorsport are no longer separate worlds—they move together, shaping culture in real time."
For the Cadillac merchandise, Hilfiger stayed true to Tommy's heritage while infusing a cool, young, and fresh vibe. The collection features preppy rugby polos, iconic red, white, and blue color schemes, as well as sleek black bombers, cropped quarter-zip sweatshirts, and slinky tube tops, tapping into the motorcore street style trend. "We have a unique opportunity to define the expression of the team's identity," Hilfiger says. "What sets it apart is our ambition. As we see more women become part of the sport's fanbase, we're broadening our offer to reflect a more diverse community—creating pieces that feel modern, versatile, and personal, designed to move from track to street."
The cultural shift melding fashion and entertainment with racing culture is evident in Tommy Hilfiger's approach. As F1 has expanded globally and reached new audiences, fashion has naturally become a big part of the conversation. Wildly stylish drivers like Hamilton, Pierre Gasly, Lando Norris, Charles Leclerc, and Zhou Guanyu have helped make this happen. "Today, Formula 1 is as much about culture as it is about sport. Fans want to show team pride, but they also want pieces that fit their lifestyle—something they can wear beyond the track. That's where things have evolved. It's all one world now," Hilfiger says.
In my opinion, Tommy Hilfiger's involvement in racing is a testament to the brand's ability to stay ahead of the curve and adapt to changing trends. The brand's deep-rooted connection to the sport, combined with its commitment to pushing boundaries and embracing new opportunities, makes it a true leader in the fashion and entertainment industry. As the world of racing continues to evolve, Tommy Hilfiger will undoubtedly remain at the forefront, blending style and speed in a way that only a few brands can.
