Cadillac has introduced its first official partnership forward of the 2026 System 1 season, signalling a dedication to its all-American identification with a take care of Tommy Hilfiger.
The Michigan-based producer has named Tommy Hilfiger its attire associate and way of life sponsor in a multi-year settlement with the long-lasting New York style home – a model with a long-standing historical past in F1.
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“Two icons. One imaginative and prescient. A daring new period of American motorsport,” Hilfiger mentioned in an announcement on Tuesday. “We’re proud to proceed our System 1 story alongside TWG Motorsports and Cadillac.
“We share a imaginative and prescient to honour the heritage of F1 whereas pushing it ahead — celebrating the place we come from, and reimagining the place we are able to go.
“As the game’s presence across the globe continues to soar, there’s by no means been a greater time to dream massive, and present the world what an American workforce can deliver to the grid.”
Workforce principal Graeme Lowdon echoed the sentiment that Cadillac is “an American workforce representing probably the most iconic American manufacturers of all time”.
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He went on: “Tommy Hilfiger too is an American icon, and the model’s legacy in System 1 is unmatched. As we deliver a daring new imaginative and prescient to the paddock, this partnership actually displays the spirit of what we’re constructing.
“Collectively, we’re not solely racing, however driving innovation that can form the way forward for each leisure and engineering.”
The partnership will comprise official workforce package worn by the drivers, pit crew, paddock workers and administration, together with a fanwear assortment set to drop globally subsequent March at the start of the season. The corporate brand may also be current on the automobile, race fits and helmets.
Hilfiger, whose lifelong ardour for motorsport started close to his residence on the Watkins Glen circuit in New York, has sponsored F1 groups because the early Nineteen Nineties. Most not too long ago, he outfitted , till Adidas took over at first of 2025.
Tommy Hilfiger on the grid
Tommy Hilfiger on the gridSam Bloxham / Motorsport Pictures
Sam Bloxham / Motorsport Pictures
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Throughout the model’s seven-year partnership with the Silver Arrows, it signed as a world ambassador, which resulted in him producing a number of collections and sitting within the entrance row at style week.
Past the observe, Tommy Hilfiger has performed a visual position in rising F1’s cultural footprint. The model sponsors a automobile in F1 Academy and can launch a particular assortment tied to this summer season’s ‘F1’ film. Now, the model goals to deliver that very same ethos to Cadillac’s entry into F1.
“From the very starting, leisure and sport have been a part of our model’s heritage,” Tommy Hilfiger international model president, Lea Rytz Goldman, mentioned.
“By doubling down in motorsport, we’re excited to current a contemporary expression of what’s potential when style evolves on the velocity of popular culture. This iconic partnership continues our legacy of breaking boundaries, bringing model to the grid, and driving the way forward for System 1.”
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Cadillac’s advertising and marketing rollout has leaned closely into its cultural positioning as an all-American challenger in a traditionally Europe-centric sport. The partnership with Hilfiger appears to be setting the tone for the workforce’s distinctive model identification.
“This collaboration represents the fusion of two daring, revolutionary manufacturers – the place efficiency meets iconic model,” Dan Towriss, CEO of Cadillac F1, mentioned. “As we construct a workforce that displays American ambition on the worldwide F1 stage, this partnership units the tone for what’s forward.”
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