Cadillac partners with Tommy Hilfiger as official F1 apparel partner

Cadillac has signed Tommy Hilfiger as the official apparel partner for its new Formula 1 team, bringing the iconic American fashion brand back to the grid following the conclusion of its long-standing partnership with Lewis Hamilton and Mercedes. The deal marks a significant step in Cadillac's brand-building efforts as it prepares for its 2026 F1 entry.

Why it matters:

This partnership unites two major American brands at a time when F1's popularity in the United States is at an all-time high. For Cadillac, it's a crucial move to establish a distinct team identity and cultural relevance beyond the racetrack. For Tommy Hilfiger, it represents a strategic continuation of its presence in a sport that has evolved into a major global fashion and cultural platform.

The details:

• The partnership follows Tommy Hilfiger's exit from Mercedes, a deal originally brokered by Lewis Hamilton in 2018 that concluded after the 2024 season and Hamilton's departure to Ferrari.
• The collaboration will cover the team's official fanwear, including replica team kits and special, limited-edition collections released throughout the season.
• The initial 2026 collection is described as aiming to blend performance aesthetics with classic American prep style, designed to be "confident, collectable, and made for fans."
• Cadillac's Chief Brand Advisor, Cassidy Towriss, emphasized the shared values of "design, performance and cultural relevance" between the brands, calling the fanwear "authentic" and "elevated."
• Tommy Hilfiger's Global Brand President, Lea Rytz Goldman, highlighted the brand's legacy in F1 and the sport's current status as a "major cultural force."

What's next:

The focus now shifts to the rollout of the first collaborative collection ahead of Cadillac's competitive debut in 2026. This partnership is a foundational piece of Cadillac's broader commercial and marketing strategy, signaling its intent to compete not just on track but in the crucial arena of brand prestige and fan engagement. The success of this apparel line will be an early indicator of the team's cultural resonance as it continues to take shape.