Cadillac has announced a high-profile collaboration with fashion brand Tommy Hilfiger, unveiling a new merchandise collection set to launch on 5 February, just days before the American team debuts its Formula 1 livery. This partnership marks a key milestone as Cadillac enters the sport as the 11th F1 team for the 2026 season.
The collaboration was first revealed in June 2025, highlighting the shared values between the two iconic American brands. Graeme Lowdon, Cadillac’s Formula 1 team principal, explained the synergy: “Cadillac has a rich racing history dating back to 1950 at Le Mans, and Tommy Hilfiger has long been familiar with Formula 1 culture. Both brands stand for boldness, sophistication, and ambition. Combining these values creates an exciting and confident vision for our fans.”
Hilfiger added his perspective on the partnership: “Working with Cadillac allowed us to explore the full creative potential of motorsport fashion. Formula 1 is visually striking with logos, patches, and team branding. This collaboration gives us the chance to merge classic prep style with bold racing motifs, creating merchandise that reflects both the excitement of racing and American design heritage.”
The merchandise collection will include apparel, accessories, and limited-edition items, all inspired by Cadillac’s racing legacy and bold design identity. Fans will be able to purchase the collection online and at select stores starting 5 February, giving them a chance to engage with the team before the car even hits the track.
The Cadillac F1 livery itself will be teased in Times Square, New York, from 6 February, building anticipation ahead of the official reveal during a Super Bowl TV advertisement on 8 February. The team is set to make its competitive debut in Australia on 8 March 2026, aiming to establish itself as a strong contender in its first season.
This collaboration signals Cadillac’s commitment to blending motorsport performance with lifestyle appeal. By partnering with Tommy Hilfiger, the team offers fans a unique way to connect with F1 beyond racing, through high-quality, fashion-forward merchandise. The launch also underscores the growing trend of F1 teams partnering with lifestyle brands to expand their global reach and brand visibility.
With the 2026 season approaching, Cadillac’s entry into Formula 1 promises excitement both on and off the track. Fans can look forward to a season of innovation, competitive racing, and exclusive fashion items that celebrate the intersection of luxury automobiles and motorsport culture.
