Tommy Hilfiger, part of PVH Corp., is strengthening its ties with Formula 1 after signing a multi-year apparel and lifestyle sponsorship agreement with Cadillac, the new Formula 1 team backed by TWG Motorsports and General Motors, which is joining the grid in 2026. In a statement, Tommy Hilfiger said it would bring its spirit of “fashiontainment...
Jun 4, 2025
Louis Vuitton is extending its presence on the global sporting stage with a renewed focus on Formula 1, unveiling a custom Trophy Trunk for the 2025 Formula 1 TAG Heuer Grand Prix de Monaco. The move is part of a broader luxury-sector shift: aligning heritage brands with the cultural momentum of elite sport. At the Monaco Grand Prix — arguably...
May 20, 2025
The elite worlds of luxury and motorsport have just gotten closer, as Louis Vuitton announced a 10-year partnership with Formula 1. The collaboration, announced as part of LVMH’s broader alliance with Formula 1 unveiled in October 2024, places the French luxury house at the centre of the sport’s global spectacle, coinciding with the series’ 75th...
Jan 30, 2025
Malbon Golf is teaming up with the Grand Prix in Las Vegas once more for a special collaborative collection. The sportswear and lifestyle brand partnered with the Las Vegas Grand Prix again for a new collection that will debut ahead of the Formula 1 race, which will run from November 21 to 23 on the Las Vegas Strip. The new collaboration builds...
Oct 28, 2024
French luxury conglomerate LVMH Moët Hennessy Louis Vuitton has signed a 10-year partnership agreement with Formula 1 to become the motorsport’s global partner. The move comes as F1 prepares to celebrate its 75th anniversary in 2025 and will see several of LVMH’s Maisons involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG...
Oct 3, 2024
Design a bag as individually as a car? Ferrari's new made-to-order service makes it possible. The Italian brand has launched a made-to-order service for the so-called 'Maranello Clutch', Ferrari announced on Tuesday. The bag, which is named after the location of the company's factory and is modelled on the 'Daytona SP3' car model, can now be...
Aug 27, 2024
Pacsun has launched its latest Formula 1 collection in Miami, Florida, during a special event as the first US-based race of the season took place. Kicking off the Formula 1 Miami Grand Prix 2024, Pacun hosted a special launch party at its Aventura store last Thursday. In addition, the fashion youth retailer set up an interactive pop-up truck at...
May 7, 2024
Sports and lifestyle brand New Era has announced a new multi-year partnership extension with F1’s McLaren Racing to “deepen and expand” their decade-long relationship. In a statement, New Era confirmed that as well as continuing as McLaren Racing’s official headwear partner, its branding will also be featured on the helmets of McLaren Formula 1...
Mar 7, 2024
Premium British retailer Reiss, which became the official travel kit partner of the McLaren Formula 1 team in May 2023, has unveiled its first commercial collection inspired by “elite performance at the heart of McLaren and the thrill of Formula 1”. Launching on February 16, the ‘Reiss x McLaren Formula 1’ collection will span menswear,...
Feb 15, 2024
German fashion company Hugo Boss has confirmed that Hugo, its youngest brand, has been named as the official apparel partner of the Visa Cash App Red Bull F1 team. The partnership comes after Hugo’s sister brand Boss announced a similar deal with the Aston Martin F1 team in June 2022, where Boss is the official fashion partner of the team,...
Feb 12, 2024
A-list celebrities including Rihanna, A$AP Rocky, Lupita Nyong'o and Heidi Klum came out to watch the inaugural edition of the Las Vegas Grand Prix, held November 16-18 2023, confirming the booming interest in Formula 1 racing in The U.S. Consequently, opportunities for licensing and partnerships with both athletic and apparel brands have grown...
Nov 22, 2023
Sportswear brand Puma has named rapper A$AP Rocky as creative director for its Puma x Formula 1 partnership, with his first capsule collection to be released later this year. In a statement, Puma said its long-term creative partnership with A$AP Rocky would be rooted in the motorsport business with a focus on “the intersection of the sport and...
Oct 24, 2023