Tommy Hilfiger is rolling onto Hollywood’s main stage, partnering with Apple Original Film’s “F1” for a dynamic fusion of racing and style. Damson Idris—Hilfiger menswear’s frontman—joins Brad Pitt in a story that spotlights fictional drivers Joshua Pierce and Sonny Hayes. Directed by Joseph Kosinski (“Top Gun: Maverick”) and produced by Jerry Bruckheimer, Lewis Hamilton, Pitt, Dede Gardner, Jeremy Kleiner, and Chad Oman, this high-stakes drama arrives in theaters worldwide on June 27.
Hilfiger’s emblem makes an unforgettable appearance on the film’s fictional APXGP team, showing up on the race car, driver gear, and crew uniforms. This move channels the brand’s legacy of linking with motorsport giants since the ’90s, including Team Lotus, Ferrari, and Mercedes-AMG F1. The label’s long-standing partnership with Lewis Hamilton further cements its ongoing dialogue with racing culture.
For 2023, Tommy Hilfiger notched more than $9 billion in global sales and continued to expand its reach. The recent “Tommy x Shawn Classics Reborn” project with Shawn Mendes demonstrates the company’s aim to spotlight responsible design while remaining plugged into youth culture. “It’s about translating the exhilaration of the racetrack into a lifestyle that resonates with millions. Experience more than simply wearing a name, embody the thrill of the race and the sophistication of timeless style.”
By stepping onto film’s biggest stage, Hilfiger redefines what it means to sponsor more than a wardrobe. The brand amplifies that rush of Formula 1 and frames it in a way that feels authentic, modern, and utterly relevant. There’s no slowing down as motorsport’s grip on pop culture tightens—and Hilfiger is shifting right into top gear.
