Tommy Hilfiger builds F1 ties with Hamilton partnership

British Formula One motor-racing driver Lewis Hamilton has entered into a partnership with US fashion and lifestyle brand Tommy Hilfiger.

Hamilton will serve as a global brand ambassador for the Tommy Hilfiger men’s range, including Hilfiger Collection, Tommy Hilfiger Tailored and Tommy Hilfiger Menswear, Underwear and Swimwear.

The company said the partnership reflects its “strategic commitment” to build on its heritage in the menswear market and further drive the global growth of its men’s business, with the aim of bringing the next generation of F1 fans to the brand.

Hamilton connects with more than 17 million fans around the world through his official accounts on various social media platforms. The 33-year-old’s Tommy Hilfiger campaign will run alongside the brand’s dedicated women’s advertising, featuring global womenswear brand ambassador and international supermodel Gigi Hadid.

Last month, Tommy Hilfiger also agreed a multi-year partnership with F1 team Mercedes, whom Hamilton has driven for since the 2013 season. Hamilton has won three of his four F1 drivers’ championships with Mercedes, including last season’s title.

The multi-year strategic partnership names Tommy Hilfiger as Mercedes’ official apparel partner. The PVH-owned company will provide the team with race and travel wear, along with factory, office and hospitality clothing. Its logo will also appear on Mercedes’ car, and on garage and trackside assets.

The partnership marked a return to F1 for Tommy Hilfiger for the first time since the 1990s. The brand previously sponsored Ferrari and the now-defunct Lotus.

Tommy Hilfiger said: “I have always admired Lewis’ incredible endurance during the race, as well as his unique style off the track, which speak to the new generation of Tommy Guys.

“He has built his incredible career as a racing driver with passion, dedication and extremely hard work – values that I embraced when founding my brand. We have a history with Formula One, and this partnership builds on our heritage of collaborations within the world of motor sport.”