TOMMY HILFIGER has officially announced the appointment of Formula 1 driver Sergio “Checo” Pérez as a global brand ambassador, continuing the brand’s long-standing tradition of partnering with world-class athletes. The collaboration reinforces TOMMY HILFIGER’s deep-rooted connection to motorsport and strengthens its presence at the intersection of fashion, performance, and modern culture.
Dedicated collections and Formula 1 comeback
The landmark partnership includes the launch of premium menswear collections, motorsport-inspired fan apparel, luxury watches, and Pérez’s participation in international campaigns and brand events. Through this collaboration, Sergio Pérez becomes the global ambassador for TOMMY HILFIGER menswear, bringing global fan engagement and cultural relevance to the brand.
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Widely regarded as one of the most respected and popular drivers in Formula 1, Pérez adds strong international appeal that aligns with TOMMY HILFIGER’s legacy of blending classic American cool style with athletic energy.
“We have always supported drivers’ freedom to express themselves through style, and as Formula 1 continues to embrace fashion and entertainment, its stars have become truly global icons. A national symbol in Mexico and a fan favorite worldwide, Sergio Pérez inspires younger generations with his confidence, talent, and personality. He embodies our vision of relaxed, timeless menswear,” said Tommy Hilfiger.
The announcement comes ahead of the 2026 racing season, when Sergio Pérez will return to the grid with the Cadillac Formula 1 team, officially outfitted by TOMMY HILFIGER. His preparation for the upcoming season reflects the discipline, determination, and ambition shared by both the driver and the brand.
“Tommy brought style into the paddock and gave drivers the confidence to show who they are off the track. The brand has always been at the heart of the action, and I’m excited to return to the grid with it by my side. I admire its creativity and vision and am proud to represent it,” said Sergio Pérez.
The partnership strengthens TOMMY HILFIGER’s positioning at the crossroads of sport, style, and contemporary culture, following iconic ambassadors such as Lewis Hamilton, Rafael Nadal, and Thierry Henry.
Photo: This is Formula 1
