Tommy × Formula 1
Runway To Raceway
Brand History
Tommy Hilfiger has a Long History of Sports Partnerships. The drive, dedication and passion embodied by sport stars has been at the core of Tommy Hilfiger's brand heritage since its beginning.
By partnering with best-in-class athletes and events, TOMMY HILFIGER not only celebrates their shared values, but brings people together to appreciate excellence and the spirit of sportsmanship. Beyond F1, sports partnerships have included:
US Freestyle Ski Team from 2003–2006. Created official team uniform and sponsor for technical performance wear for over 65 athletes, including official kit for 2006 Olympics.
Official sponsor of Volvo Extreme 40 sailing series in 2005. 'Hilfiger Sailing' was skippered by former America's Cup winner Randy Smyth in the opening race.
Thierry Henry announced as brand ambassador in 2006, designing limited-edition collection while TOMMY HILFIGER supported the footballer's One 4 All Foundation.
Keegan Bradley and Melissa Reid named ambassadors for TOMMY HILFIGER GOLF in 2011.
Rafael Nadal announced as brand ambassador in 2015. Underwear campaign broke globally in Fall 2015, and the collaboration continued into Spring 2016 with the launch of the THFLEX Rafael Nadal Edition tailored collection.
Lewis Hamilton announced as brand ambassador for TOMMY HILFIGER menswear in Spring 2018. Hamilton was first invited to co-design with Hilfiger for the Fall 2018 Tommy×Lewis capsule for men, and four additional collections in Spring 2019, Fall 2019, Spring 2020 and Fall 2020.
CORE PILLARS
BRAND: A trailblazing and pioneering spirit is at the center of the brand.
PURPOSE: Continuously inspire people to express themselves by breaking conventions and embracing individuality with relentless optimism.
PIONEERING SPIRIT: Ignited by partnerships with Formula 1 teams, exploring the space where fashion meets sport.
TIMELESS PREP: Motor racing meets prep, as speed is fused with immediacy and a touch of vintage nostalgia.
FORMULA 1 HERITAGE
Lifelong fan: Tommy grew up in Elmira, a 30-minute drive to Watkins Glen, the original home of the US Grand Prix (from 1961–1980).
Brand: Celebrate our Classic American Cool style in ways that reflect the diversity of modern America while innovating for the next generation.
Design: Tommy's iconic flag and red, white and blue colors have appeared on cars and team uniforms since partnering with Lotus in 1991.
Fashion meets sport: Collections that blend the iconic Tommy Hilfiger classic American sportswear heritage with the innovative technical expertise of F1.
Targeting younger consumers: They are plugged into sport and pop culture. They love authenticity, knowing the original styles and the full history.
Partnering with pioneers: Continuing to partner with icons in the field, and those who use their voice for good.
Collections created with Lewis Hamilton: Fusing Lewis' fashion-forward street style with Tommy's All-American essence.
Shared values with Lewis: Tommy and long-term partner Lewis Hamilton are both passionate about inclusivity and sustainability.
Shared values with team: Tommy recognizes the passion, spirit and drive the teams show at every race.
How did Tommy get into Formula 1?
Grew up in Elmira a 30 minute drive to Watkins Glen, the original home of the US Grand Prix.
Childhood fan visiting Watkins Glen during up his adolescence and developing an early fascination with motor sports.
Early business partner Lawrence Stroll, father of current F1 driver Lance Stroll, was a racing enthusiast and rare Ferrari collector, who saw the opportunity to globally expand the world of Tommy Hilfiger through its involvement with Formula 1.
Race aesthetics The colors and patches seen at motor sport races inspired the branding and designs of his collections later in his career.