AMSTERDAM: Tommy Hilfiger, which is owned by PVH Corp. has formed a multi-year strategic partnership with four-time Formula One World Champions Mercedes-AMG Petronas Motorsport.
Starting in the 2018 season, Tommy Hilfiger will be the official apparel partner of Mercedes F1. The partnership with the world’s top F1 team and leading automobile brand underscores Tommy Hilfiger’s vision to continuously elevate and expand the brand in key markets for the next generation of TOMMY HILFIGER consumers.
For the past four Formula One seasons, Mercedes-AMG Petronas Motorsport has won both the Constructors’ and Drivers’ World Championships, with the team’s British racing driver Lewis Hamilton winning his fourth World Championship title in 2017 and Finnish driver Valtteri Bottas taking third place.
Under the long-term partnership, Tommy Hilfiger will be the official apparel partner, supplying travel and team kits, as well as office and hospitality apparel for the more than 1,500 individuals who make up the Mercedes-AMG Petronas Motorsport team. The Tommy Hilfiger logo will be featured on the team’s 2018 race cars, which will be revealed on February 22 at the Silverstone track in the United Kingdom, as well as inside the Mercedes-AMG Petronas Motorsport pit garage and other trackside assets.
“The exciting partnership with Mercedes-AMG Petronas Motorsport is a celebration of our shared commitment to keep technology and innovation at the core of our business,” said Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe. “We take pride in partnering with organizations that are the best in their industries and share our passion to attract and retain the best-in-class teams. We are excited to leverage the incredible reach that Formula One has worldwide as we continue to build on our brand’s global recognition and bring TOMMY HILFIGER to new audiences.”
“We are delighted to welcome Tommy Hilfiger to Mercedes-AMG Petronas Motorsport and back to the world of Formula One,” said Toto Wolff, team principal & CEO, Mercedes-AMG Petronas Motorsport. “It is always exciting to embark on a new partnership, particularly when it touches such a key area of our team’s image; I am positive that it will energize our brand and bring a new spin to how we are perceived from next season. We are excited to see how Tommy Hilfiger will dress the team this season and to showcase their exciting plans to the fans of Formula One.”
Photographed by Mikael Jansson, the integrated Tommy Hilfiger men’s collection and campaign celebrates the fusion of fashion and Formula One, where Tommy Hilfiger and Mercedes-AMG Petronas Motorsport share a pioneering spirit and drive to succeed as one powerful team. The exclusive video teasers, print, online, and out of home media placements will break globally in spring and will be supported by consumer activations that continue to bring the brand’s perspective on sport, entertainment and pop culture to life around the world. The Tommy Hilfiger men’s campaign will run alongside the brand’s dedicated women’s advertising, which also fuses elements of speedracing with fashion, and features Gigi Hadid, international supermodel and global brand ambassador for Tommy Hilfiger women’s.
The Tommy Hilfiger brand heritage is closely linked to working with pop culture and sports icons. Tommy Hilfiger’s history with Formula One began with the sponsorship of the Lotus team between 1991 and 1994. In 1998, Tommy Hilfiger became the first non-automotive brand to sponsor Ferrari, with the iconic American designer creating the uniforms for the team, which included seven-time Formula One World Champion Michael Schumacher and British racing driver Eddie Irvine. In the ‘90s, Hilfiger was also one of the first designers to blend fashion and celebrity, and he became a pioneer in the industry by dressing young artists such as Aaliyah, Mark Ronson and Usher; and featuring musicians such as David Bowie and Beyoncé in his advertising campaigns. In recent years, Tommy Hilfiger has established partnerships with international tennis champion Rafael Nadal, international supermodel Gigi Hadid, and award-winning musician/producer duo The Chainsmokers, reflecting its commitment to broaden the Tommy Hilfiger brand’s reach and connect with the next generation of consumers.
