Popular US clothing brand Tommy Hilfiger has announced four-time Formula One World Champion Lewis Hamilton as the new global brand ambassador.
The 33-year-old British who races for Mercedes AMG Petronas team will promote Tommy Hilfiger Men’s, including Hilfiger Collection, Tommy Hilfiger Tailored and Tommy Hilfiger Menswear, Underwear and Swimwear, starting Spring 2018.
The Men’s campaign featuring Hamilton will be released globally in Spring 2018 with exclusive video teasers, print, online, and out of home media placements, and will be supported by unique consumer activations that continue to bring the brand’s unique perspective on pop culture to life around the world.
The brand was founded in 1985 by leading American fashion designer Thomas Jacob “Tommy” Hilfiger under Tommy Hilfiger Corporation and is currently owned by PVH Corp (formerly known as the Phillips-Van Heusen Corporation), which also possesses brands such as Van Heusen, Calvin Klein, IZOD, Arrow.
Tommy Hilfiger said, “I have always admired Lewis’ incredible endurance during the races, as well as his unique style off the track, which speak to the new generation of Tommy Guys. He has built his incredible career as a racing driver with passion, dedication and extremely hard work – values that I embraced when founding my brand. We have a history with Formula One™, and this partnership builds on our heritage of collaborations within the world of motor sport.”
Lewis Hamilton said, “I believe in the power of fashion and innovation to celebrate individuality and break conventions, like Tommy Hilfiger. Tommy’s designs inspire me to be bold in every outfit that I put together outside of the racing track, expressing my creativity and eclectic style with confidence. His groundbreaking TOMMYNOW experiential events are one-of-a-kind, and I’m very excited to partner with such visionary brand.”
Lewis Hamilton’s career achievements have put him in an elite group of global athletes, and he is regarded as one of the greatest Formula One™ drivers in history. He holds the record for all-time most pole positions, career points and most wins at different circuits. He has won at least one Grand Prix in every season he has competed in. Lewis Hamilton connects with more than 17 million fans through the incredible reach of his social media channels, offering his audience a unique behind-the-scenes glimpse into the Formula One™ racing world and his personal life.
The Men’s campaign will run alongside the brand’s dedicated women’s advertising, featuring global womenswear brand ambassador and international supermodel Gigi Hadid. The campaigns fused when Lewis Hamilton and Gigi Hadid took the wheel of a Mercedes-AMG GTS car at the Pocono Raceway, and recorded their first drive together around the track in a dash cam shot video, directed by Matt Baron, that shows their reactions to the other’s driving skills.