Revealed: Cadillac names its first F1 staff companion amid all-American identification

Cadillac has introduced its first official partnership forward of the 2026 Components 1 season, signalling a dedication to its all-American identification with a take care of Tommy Hilfiger.

The Michigan-based producer has named Tommy Hilfiger its attire companion and life-style sponsor in a multi-year settlement with the enduring New York vogue home – a model with a long-standing historical past in F1.

“Two icons. One imaginative and prescient. A daring new period of American motorsport,” Hilfiger stated in a press release on Tuesday. “We’re proud to proceed our Components 1 story alongside TWG Motorsports and Cadillac.

“We share a imaginative and prescient to honor the heritage of F1 whereas pushing it ahead — celebrating the place we come from, and reimagining the place we will go.

“As the game’s presence across the globe continues to soar, there’s by no means been a greater time to dream huge, and present the world what an American staff can convey to the grid.”

Staff principal Graeme Lowdon echoed the sentiment that Cadillac is “an American staff representing probably the most iconic American manufacturers of all time”.

He went on: “Tommy Hilfiger too is an American icon, and the model’s legacy in Components 1 is unmatched. As we convey a daring new imaginative and prescient to the paddock, this partnership really displays the spirit of what we’re constructing.

“Collectively, we’re not solely racing, however driving innovation that can form the way forward for each leisure and engineering.”

The partnership will comprise official staff package worn by the drivers, pit crew, paddock employees and administration, together with a fanwear assortment set to drop globally subsequent March originally of the season. The corporate brand may also be current on the automotive, race fits and helmets.

Hilfiger, whose lifelong ardour for motorsport started close to his residence on the Watkins Glen circuit in New York, has sponsored F1 groups for the reason that early Nineties. Most lately, he outfitted Mercedes, till Adidas took over firstly of 2025.

Tommy Hilfiger on the grid

Photograph by: Sam Bloxham / Motorsport Photographs

Throughout the model’s seven-year partnership with the Silver Arrows, it signed Lewis Hamilton as a world ambassador, which resulted in him producing a number of collections and sitting within the entrance row at vogue week.

Past the monitor, Tommy Hilfiger has performed a visual function in rising F1’s cultural footprint. The model sponsors a automotive in F1 Academy and can launch a particular assortment tied to this summer season’s ‘F1’ film. Now, the model goals to convey that very same ethos to Cadillac’s entry into F1.

“From the very starting, leisure and sport have been a part of our model’s heritage,” Tommy Hilfiger international model president, Lea Rytz Goldman, stated.

“By doubling down in motorsport, we’re excited to current a recent expression of what’s attainable when vogue evolves on the pace of popular culture. This iconic partnership continues our legacy of breaking boundaries, bringing type to the grid, and driving the way forward for Components 1.”

Cadillac’s advertising and marketing rollout has leaned closely into its cultural positioning as an all-American challenger in a traditionally Europe-centric sport. The partnership with Hilfiger appears to be setting the tone for the staff’s distinctive model identification.

“This collaboration represents the fusion of two daring, modern manufacturers – the place efficiency meets iconic type,” Dan Towriss, CEO of Cadillac F1, stated. “As we construct a staff that displays American ambition on the worldwide F1 stage, this partnership units the tone for what’s forward.”