Cadillac Teams Up with Tommy Hilfiger as Official F1 Partner for 2026 Season
Cadillac has unveiled its first official partnership ahead of the 2026 Formula 1 season, marking a significant step towards enhancing its American identity within the sport. The luxury automotive brand has named Tommy Hilfiger as its official apparel partner and lifestyle sponsor in a multi-year agreement, further solidifying the iconic fashion house’s deep roots in F1.
A New Era of American Motorsport
As Cadillac prepares for its debut in Formula 1, the collaboration with Tommy Hilfiger aims to blend the worlds of fashion and motorsport. In a statement, Hilfiger expressed excitement for the partnership: “Two icons. One vision. A bold new era of American motorsport.” The alignment aims to honour the rich heritage of F1 while setting new standards for innovation and style.
Vision of Growth
Graeme Lowdon, Team Principal of Cadillac F1, echoed Hilfiger’s enthusiasm, stating, “Together, we’re not only racing, but driving innovation that will shape the future of both entertainment and engineering.” The partnership is set to showcase the team’s unique brand identity, a fusion of performance and iconic style that reflects American ambition on the global stage.
Official Team Kit and Fanwear Collection
The sports partnership includes a comprehensive range of team apparel, featuring outfits for drivers, pit crew, paddock staff, and management. Fans can also look forward to a collection of fanwear, set to launch globally in March, in time for the new season. The Tommy Hilfiger logo will prominently feature on the race car, race suits, and helmets.
Tommy Hilfiger has a longstanding presence in Formula 1, previously sponsoring successful teams and engaging fans with stylish, performance-oriented collections. Most notably, Hilfiger partnered with Mercedes, signing Lewis Hamilton as a global ambassador, which led to various fashion initiatives intertwined with motorsport.
With this strategic alliance, Cadillac aims to enhance its cultural positioning in a sport traditionally dominated by European brands. “This collaboration represents the fusion of two bold, innovative brands – where performance meets iconic style,” proclaimed Dan Towriss, CEO of Cadillac F1.
Looking to the Future
As both Cadillac and Tommy Hilfiger embark on this new journey, the partnership promises not only to attract fans but also to drive the evolution of the sport’s culture and aesthetics. With the 2026 season on the horizon, this collaboration sets the stage for a fresh expression of American motorsport, poised to capture the attention of fans worldwide.
