Disclosure: Cadilac named its first F1 team partner amidst an all-American identity

Cadilac has announced its first official partnership before the 2026 Formula 1 season, indicating commitment to its all-American identity with a deal with Tommy Hilfiger.

The Michigan-based manufacturer named Tommy Hilfiger as a multi-year-old agreement with the prestigious New York Fashion House in a multi-year-old agreement-a brand that has long history in the F1.

Hilfiger said in a statement on Tuesday, “Two icons. One vision. A bold new era of the American Motorsport,” Hilfiger said in a statement on Tuesday. “We are proud to continue our Formula 1 story with TWG Motorsports and Cadillac.

“We share a vision to honor the heritage of F1 by advancing it – we celebrate where we come, and resume where we can go.

“As the appearance of sports grows around the world, there has never been a better time to dream big, and the world is showing what an American team can bring to the grid.”

The team’s principal Graeme Lowdon echoed the spirit that Cadilac is “an American team that represents one of the most prestigious American brands of all time”.

He moved forward: “Tommy Hilfiger is also an American icon, and the legacy of the brand in Formula 1 is unmatched. As we bring a bold new vision for Padock, this partnership really reflects the spirit of what we are making.

“Together, we are not only racing, but running innovation that will shape the future of both entertainment and engineering.”

The partnership will include the official team kits worn by the driver, pit crew, padock staff and management, as well as a fanwear collection to drop globally in the next March at the beginning of the season. The company’s logo will also be present on the car, race suit and helmet.

Hilfiger, whose lifetime for motorsport began near his home at Watkins Glenn Circuit in New York, sponsored F1 teams since the early 1990s. Recently, he said MercedesBy the time Adidas took over in early 2025.

During the brand’s seven -year partnership with Silver Arrow, it signed Lewis Hamilton As a global ambassador, resulting in many collections prepared to them and sat in the front row at Fashion Week.

Beyond the track, Tommy Hilfiger has played a visual role in increasing the cultural footprint of F1. The brand F1 sponsors a car at the Academy and will release a special collection tied with the film ‘F1’ of this summer. Now, the purpose of the brand is to enter the same ethos in the F1 of Cadilac.

“From the beginning, entertainment and sports have been part of the legacy of our brand,” said Lee Rights Goldman, President of Tommy Hilfiger Global Brand.

“Doubling in motorsports, we are excited to present a new expression when possible when fashion is possible at the speed of pop culture. It continues our legacy to break the iconic partnership boundaries, bring style to the grid, and is running the future of Formula 1.”

Cadilac’s marketing rollout has historically overshadowed its cultural position as an all-American challenger in Europe-centered sports. The partnership with Hilfiger is setting up tone for the team’s unique brand identity.

“This cooperation represents the fusion of two bold, innovative brands – where the performance meets the prestigious style,” said Dan Touvris, CEO of Cadilac F1. “As we create a team that reflects American ambition on the global F1 stage, this partnership sets tone for further.”