Tommy Hilfiger, part of PVH Corp. [NYSE: PVH], has today launched a new global marketing campaign, created and produced by Sid Lee Sport, to celebrate the fashion retailer’s groundbreaking partnership with the F1® The Movie – the highly anticipated Apple Original Films production premiering later this month starring Damson Idris and Brad Pitt.
The campaign, fronted by F1® The Movie’s breakout star and TOMMY HILFIGER Brand Ambassador, Damson Idris, captures the fearless drive and effortless style that defines the journey of his on-screen persona, Joshua Pearce.
Tommy Hilfiger’s new capsule for the film – The APXGP Collection – features in the campaign, which follows the extraordinary success of the capsule’s tease at the Met Gala, where Idris arrived in a APXGP car from the film, wearing a white racing suit and performed a “pit-change” into a tailored rouge tuxedo, designed by Hilfiger.
The new work sees Idris modelling The APXGP Collection as he makes his way through F1’s famous paddock. The fully integrated campaign will run globally across social, print, out-of-home, and digital out-of-home media – including special anamorphic billboards at Piccadilly Circus in London from June 3 – to celebrate the film’s European Premier. The campaign film was shot by award-winning Taiwanese director Lu Xiao Wei, through Kode, with photography by Miciah Carter and Sulay Kelly.
“This collaboration and campaign are natural extensions of Tommy Hilfiger’s deep-rooted connection to motorsport. Partnering with F1® The Movie builds on that legacy in a way that feels both authentic and timely. It’s a moment where fashion, entertainment and motorsport converge, and we’re proud to be leading that cultural dialogue,” commented Fabian Staudinger, Global Director of Culture, Collaborations & Partnerships at Tommy Hilfiger.
“Working with TOMMY HILFIGER and F1® The Movie has been an unforgettable ride — an authentic blend of iconic style and cinematic power,” said Damson Idris.
“Tommy Hilfiger is writing a whole new playbook in campaign activation. Fusing sport, entertainment, and fashion through an effortless coming together of fictional and real-world partnerships. It’s an honour to activate their partnership with what is the most hotly anticipated movie of the year,” said Mike Grumbridge, Managing Director of Sid Lee Sport.
Sid Lee Sport, who won the Tommy Hilfiger brief following a process led by Creativebrief, is building its reputation based on world-class creativity, sponsorship expertise, and flawless operational delivery to maximise effectiveness and challenge the sport industry’s status quo.
The agency provides a range of sponsorship, creative, and operational services for sponsors, rights holders, and brands with Tommy Hilfiger joining the agency’s growing client roster that includes Visa, UEFA, OPPO, and Lidl.
The APXGP Collection will be available on tommy.com, in TOMMY HILFIGER stores worldwide, and through select wholesale partners beginning on June 3, 2025.
Apple Original Films’ F1® The Movie will be distributed in cinemas around the world and in IMAX® by Warner Bros. Pictures in North America on June 27, 2025, and internationally beginning June 25, 2025.
-ENDS-
About Sid Lee Sport
Sid Lee Sport is the global sports practice of Sid Lee, a leading multi-disciplinary creative agency. Headquartered in London, with offices in New York, Los Angeles, Montreal and Toronto. Sid Lee Sport combines world-class creativity, deep sponsorship expertise, and a culture of marketing effectiveness to drive measurable impact for clients. This includes the likes of Tommy Hilfiger, Visa, UEFA, OPPO, and Lidl who benefit from Sid Lee Sport’s fame-driving strategies, campaigns and experiences in one integrated agency solution. Sid Lee Sport is a member of kyu, a collective of top-tier global creative companies established by Hakuhodo DY Holdings. For details, please visit sidleesport.com.
About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world. TOMMY HILFIGER celebrates the essence of classic American style with a modern twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections including men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusivity.
Global retail sales of TOMMY HILFIGER products were approximately $9 billion in 2023 and the brand is powered by more than 16,000 associates worldwide — present in 100 countries and more than 2,000 retail stores, including its largest global flagship store at tommy.com. PVH acquired Tommy Hilfiger in 2010 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.
About PVH Corp.
PVH is one of the world’s largest fashion companies, connecting with consumers in over 40 countries. Our global iconic brands include Calvin Klein and TOMMY HILFIGER. Our over 140-plus-year history is built on the strength of our brands, our team and our commitment to drive fashion forward for good. That’s the Power of Us. That’s the Power of PVH.
