Cadillac Partners with Tommy Hilfiger Ahead of 2026 F1 Season
Michigan, USA—Cadillac has made a significant move in its preparations for the 2026 Formula 1 season, announcing a multi-year partnership with the renowned fashion brand Tommy Hilfiger. This collaboration underscores Cadillac’s commitment to establishing its American identity within the historically European-dominated motorsport.
The partnership designates Tommy Hilfiger as Cadillac’s official apparel partner and lifestyle sponsor. As part of this agreement, the iconic brand will provide official team gear for drivers, pit crews, and team management, as well as fanwear set to launch globally in March 2026.
"Two icons. One vision. A bold new era of American motorsport," stated Hilfiger. Emphasizing a shared goal of honoring Formula 1’s heritage while pushing it into the future, he noted that there has never been a better time for an American team to take its place on the grid.
Team principal Graeme Lowdon added, "Cadillac is an American team representing one of the most iconic American brands of all time." He highlighted the significance of this partnership, which he believes reflects the innovative spirit that the team aims to embody.
Tommy Hilfiger has a rich history in F1, having previously sponsored teams such as Mercedes, alongside a cultural footprint that includes F1 Academy and tie-ins with popular media events. The brand’s global president, Lea Rytz Goldman, expressed excitement about leveraging the partnership to merge motorsport with fashion, stating, "This iconic partnership continues our legacy of breaking boundaries."
Cadillac’s CEO for F1, Dan Towriss, further articulated the ambition behind the collaboration, calling it a fusion of performance and style. "This partnership sets the tone for what’s ahead as we build a team that reflects American ambition on the global F1 stage."
As Cadillac gears up for its inaugural season, this partnership with Tommy Hilfiger exemplifies a strategic approach to brand identity and market positioning within the fast-evolving landscape of Formula 1.
