Cadillac Partners with Tommy Hilfiger Ahead of 2026 Formula 1 Season
Detroit, MI — Cadillac has officially announced its inaugural partnership in preparation for the 2026 Formula 1 season, aligning with renowned fashion brand Tommy Hilfiger. This multi-year agreement underscores Cadillac’s dedication to its all-American identity as it enters the pinnacle of motorsport.
Tommy Hilfiger will serve as Cadillac’s apparel partner and lifestyle sponsor, marking a significant collaboration given the brand’s historical ties to Formula 1. "Two icons. One vision. A bold new era of American motorsport," stated Hilfiger. He emphasized the shared ambition to honor F1’s legacy while innovating for the future, stating, "As the sport’s presence around the globe continues to soar, there’s never been a better time to dream big."
Team Principal Graeme Lowdon echoed the sentiment, highlighting Cadillac’s status as "an American team representing one of the most iconic American brands of all time." He added, "This partnership reflects the spirit of what we’re building."
The partnership will feature official team kits for drivers, pit crew, and paddock staff, alongside a fanwear collection set to release globally in March 2026, coinciding with the season’s start. The Hilfiger logo will prominently appear on the car, driver suits, and helmets.
Hilfiger has a longstanding history in motorsports, sponsoring F1 teams since the early 1990s, including a notable partnership with Mercedes. He previously outfitted the Silver Arrows before Adidas took over at the beginning of 2025.
Tommy Hilfiger Global Brand President Lea Rytz Goldman stated, "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 collaboration is seen as a fusion of performance and style, aligning with Cadillac’s marketing strategies focused on establishing a distinct identity in a sport traditionally dominated by European teams.
Dan Towriss, CEO of Cadillac F1, asserted, "This collaboration represents the fusion of two bold, innovative brands." The partnership aims to reflect American ambition on the global F1 stage, setting the stage for Cadillac’s entry into the motorsport arena.
