Multi-Year Deal Brings Tommy Hilfiger Brand Back to World of Formula One for First Time in 17 years
Tommy Hilfiger, which is owned by PVH Corp, an apparel company, announced that it has formed a multi-year strategic partnership with four-time Formula One World Champions, Mercedes-AMG Petronas Motorsport.
Starting in the 2018 season, the brand will be the official apparel partner of Mercedes-AMG Petronas Motorsport, building on the sport sponsorship heritage that the designer has embraced since first founding his brand.
The partnership with one of the world’s top Formula One teams and leading automobile innovator underscores Hilfiger’s vision to continuously elevate and expand the brand in key markets for the next generation of consumers.
“From the first time I attended a Formula One race, I was completely fascinated by the world of motorsports. To be re-entering this arena with World Champions Mercedes-AMG Petronas Motorsport and their number one team is an incredible way to fuse fashion and Formula One.
“I recognise the passion, spirit and drive that the entire Mercedes-AMG Petronas Motorsport team shows at every race, and these shared qualities are why I am excited to partner with them for the upcoming seasons,” said Tommy Hilfiger.
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, the brand 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 brand’s logo will be featured on the team’s 2018 race cars, which will be revealed on 22 February, 2018 at the Silverstone track in the UK, 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. We take pride in partnering with organisations 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 it to new audiences,” said Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe.
“We are delighted to welcome Tommy Hilfiger to Mercedes-AMG Petronas Motorsport and back to the world of Formula One. 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 energise 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,” said Toto Wolff, Team Principal & CEO, Mercedes-AMG Petronas Motorsport.