There’s more than just a new team joining Formula 1 in 2026 — there’s intent. Cadillac isn’t easing in quietly. They’re arriving with American horsepower, European firepower, and now? A global fashion icon stitched into their story.
Tommy Hilfiger has signed on as Cadillac’s first official F1 partner. You’ll see the logo on the car, the helmets, even the driver suits. But this isn’t just about placement — Hilfiger will also design the team’s official wear. Trackside jackets, hospitality gear, media-day style — the lot.
This partnership is more than cosmetic. It’s Cadillac saying: we’re not just here to compete. We’re here to be seen.
Cadillac’s Road to 2026 — With Some Italian Help
Now, about that engine. Despite the headlines, Cadillac won’t be showing up with a GM-built power unit straight away. That’s still under development and likely won’t hit the grid until later in the decade. For now, Ferrari power will do.
It’s a smart play. Proven performance, no guesswork. It buys Cadillac time to get the rest of the operation firing — and lets them start strong while laying the groundwork for full independence down the line.
This isn’t just theory either. The project’s being managed by TWG Motorsports, part of TWG Global Holdings. Dan Towriss is steering the ship, with Michael Andretti acting as an advisor and his father Mario — yes, that Mario — on the board. Recruitment has reportedly pulled talent from Red Bull, Mercedes and Alpine. Quietly, things are moving.
Hilfiger Brings More Than Just a Logo
This isn’t Tommy Hilfiger’s first F1 rodeo. The brand was part of Ferrari during the Schumacher years, and more recently partnered with Mercedes and Lewis Hamilton through to the end of 2024.
But this time feels different. The alignment with Cadillac is clean. Both American. Both legacy names trying to modernise in a hyper-global, highly competitive space. And Hilfiger’s not stopping at teamwear.
They’ve just launched their APXGP collection — a fashion tie-in with the Brad Pitt-led F1: The Movie. Actor Damson Idris, who plays fictional racer Joshua Pearce, is fronting the campaign. He’s also a Hilfiger ambassador. It’s slick, stylish, and perfectly timed.
And Then There’s F1 Academy
Hilfiger’s F1 involvement also runs deeper than branding. The company has been a key supporter of the F1 Academy — Formula 1’s all-female development series — since 2023.
In 2024, they backed Spanish driver Nerea MartÃ. This year, it’s Danish rookie Alba Hurup Larsen carrying the Hilfiger colours. Same look. Same values. The message is clear: this isn’t just about elite-level PR — it’s about representation from the bottom up.
Final Thoughts
Cadillac hasn’t raced yet. No car. No driver. No power unit of their own. But they’re already shaping the image of a team that’s aiming to do more than just survive in Formula 1.
With Ferrari engines, Hilfiger design, and a seat at the sport’s cultural table, Cadillac isn’t just arriving.
They’re making sure you notice.