Cadillac Embarks on a New Era with Strategic F1 Partnership for 2026
In a bold move signaling its dedication to American motorsport excellence, Cadillac has announced a significant partnership ahead of the 2026 Formula 1 season. This collaboration underscores the brand’s commitment to reinforcing its all-American identity while aligning with a storied legacy in the racing world.
Introducing a Premier Apparel and Lifestyle Alliance
The Michigan-based automotive giant has appointed Tommy Hilfiger as its official apparel partner and lifestyle sponsor in a multi-year deal. This alliance links Cadillac with the iconic New York fashion house, which boasts a rich history intertwined with motorsport and F1 culture. The partnership aims to blend high-performance racing with cutting-edge fashion, creating a unique crossover that appeals to fans and enthusiasts alike.
Shared Vision: Merging Heritage with Innovation
Tommy Hilfiger expressed enthusiasm about the collaboration, stating, “Two legendary brands united by a shared vision-bringing fresh energy to American motorsport.” He emphasized the importance of honoring F1’s rich history while pushing the boundaries of what’s possible in the sport. “This partnership is about celebrating our roots and reimagining the future of racing, inspiring a new generation of fans and competitors,” Hilfiger added.
Team principal Graeme Lowdon echoed this sentiment, highlighting Cadillac’s status as “a quintessentially American brand with a global footprint.” He noted that Hilfiger’s legacy in F1 and fashion perfectly complements Cadillac’s ambitions, fostering a spirit of innovation and cultural influence that extends beyond the racetrack.
Comprehensive Branding and Fan Engagement Initiatives
The collaboration will see the iconic Cadillac logo featured prominently on team apparel, including driver suits, pit crew uniforms, and paddock gear. Additionally, a dedicated fanwear collection is scheduled for release globally in March, coinciding with the start of the 2026 season. The branding will also be visible on race cars, helmets, and other team equipment, reinforcing the partnership’s visibility during race weekends.
Tommy Hilfiger’s longstanding passion for motorsport traces back to his childhood days at Watkins Glen in New York, where he first developed an affinity for racing. His brand has sponsored F1 teams since the early 1990s, most recently partnering with Mercedes before Adidas took over the sponsorship in 2025.
Tommy Hilfiger on the grid
Photo by: Sam Bloxham / Motorsport Images
Expanding Cultural Footprints in Motorsport
Hilfiger’s influence extends beyond apparel, having played a pivotal role in elevating F1’s cultural relevance. The brand has sponsored a vehicle in the F1 Academy and plans to launch a new collection tied to this summer’s highly anticipated F1 movie. These initiatives aim to deepen the connection between fashion, entertainment, and racing, fostering a broader appeal for the sport.
Lea Rytz Goldman, President of Tommy Hilfiger Global, remarked, “From the outset, our brand has been rooted in entertainment and sport. Our renewed focus on motorsport reflects our desire to innovate and stay ahead of cultural trends, bringing fashion to the forefront of F1’s evolving landscape.”
Positioning Cadillac as an All-American Challenger
Cadillac’s marketing strategy emphasizes its identity as a proud American challenger in a sport traditionally dominated by European teams. The partnership with Hilfiger is a deliberate step to reinforce this positioning, showcasing a blend of performance and style that resonates with a global audience while celebrating American ingenuity.
Dan Towriss, CEO of Cadillac F1, stated, “This collaboration symbolizes the fusion of two bold, innovative brands-where high performance meets iconic fashion. As we build a team that embodies American ambition on the world stage, this partnership sets the tone for what’s to come.”
