Cadillac has announced its first official partnership for the 2026 Formula 1 season, signaling a commitment to its American identity with an agreement with Tommy Hilfiger.
The manufacturer based in Michigan has named Tommy Hilfiger as its clothing partner and lifestyle sponsor in a multi-year agreement with the iconic New York fashion house, a brand with a long history in F1.
Two icons. A vision. A new and bold era of American motorsport,” Hilfiger said in a statement on Tuesday. “We are proud to continue our history in Formula 1 alongside TWG Motorsports and Cadillac.
We share the vision of honoring the heritage of F1 while pushing it forward, celebrating where we come from and reimagining where we can go.
As the presence of sports worldwide continues to grow, there has never been a better time to dream big and show the world what an American team can contribute to the grid.
The team director, Graeme Lowdon, echoed the idea that Cadillac is “an American team representing one of the most iconic American brands of all time.”
And he added: “Tommy Hilfiger is also an American icon, and the legacy of the brand in Formula 1 is unparalleled. As we bring a new and bold vision to the paddock, this partnership truly reflects the spirit of what we are building.”
Together, we are not just competing, but driving the innovation that will shape the future of entertainment and engineering.
The association will include the official team equipment that the drivers will wear, the pit crew equipment, the paddock staff, and executives, along with a collection of clothing for fans that will be launched worldwide next March, at the start of the season. The company’s logo will also be present on the car, racing suits, and helmets.
During the seven years of the brand’s association with the Silver Arrows, they signed
Lewis Hamilton as a global ambassador, which earned him the opportunity to produce multiple collections and sit front row at fashion week.
Beyond the track, Tommy Hilfiger has played a visible role in growing the cultural footprint of F1. The brand sponsors an F1 Academy car and will release a special collection tied to this summer’s “F1” movie. Now, the brand aims to bring that same spirit to Cadillac’s entry into F1.
“From the beginning, entertainment and sports have been part of our brand’s heritage,” declared Lea Rytz Goldman, global president of Tommy Hilfiger.
By doubling down on motorsport, we are thrilled to present a new expression of what is possible when fashion evolves at the speed of pop culture. This iconic partnership continues our legacy of breaking boundaries, bringing style to the grid, and driving the future of Formula 1.
Cadillac’s marketing rollout has relied heavily on its cultural positioning as a fully American aspirant in a sport historically centered around Europe. The association with Hilfiger seems to be setting the tone for the team’s unique brand identity.
This collaboration represents the fusion of two bold and innovative brands, where performance meets iconic style,” said Dan Towriss, CEO of Cadillac F1. “As we build a team that reflects American ambition on the global F1 stage, this partnership sets the tone for what’s to come.