Tommy Hilfiger transformed a sponsorship into 2025’s most talked‑about cultural moment through a PR strategy that spanned fashion, sport, and cinema. Partnering with F1: The Movie, Tommy built a campaign where earned media was the hero, not the afterthought.
The launch crescendoed at the Met Gala, where Damson Idris, in character as Joshua Pierce, arrived in a Tommy F1 car, performed a live pit stop and revealed a tux underneath – a visual narrative irresistible to editors. Pre‑seeded with tier‑one media, the stunt dominated coverage in Vogue, GQ, Highsnobiety, WWD, Variety and major sports outlets. Strategic partnerships amplified stories regionally, from GQ France features to LATAM premieres with local stars.
Subsequent premieres in NYC and London, exclusive screenings at Selfridges and pop‑ups across EMEA offered high‑impact photo opportunities that extended PR momentum. Content briefs for talent ensured authentic production that media wanted to run.
The numbers speak for themselves: 1,300+ global placements, 858M reach, $4.35M MIV. Regional hits included Greater LATAM with $175K MIV from 139M reach, and North America with $820K MIV from 446M reach. By merging celebrity culture with sports spectacle, Tommy reached both traditional fashion buyers and motorsport enthusiasts, with inclusivity through diverse ambassador casting and public events.
This PR campaign didn’t just announce a partnership – it wrote itself into the year’s pop‑culture headlines.
