Tommy Hilfiger hosted exclusive screenings of the film "F1: Drive to Glory" in Shanghai and Hangzhou, China. The event, a celebration of the film's release and the brand's partnership with the Cadillac F1 team, showcased the brand's new APXGP limited-edition collection inspired by the film's virtual racing team. Attendees, including key partners, VIPs, media, and bloggers, enjoyed the film while experiencing the fusion of motorsports and fashion.
Tommy Hilfiger, a brand deeply entrenched in the world of fashion and increasingly associated with the thrill of Formula 1 racing, recently solidified its position as a key player in the sport. The brand, having previously sponsored teams like Lotus, Ferrari, and Mercedes-Benz, is now the official apparel partner for the Cadillac F1 team. This strategic move underscores Hilfiger’s commitment to leveraging the global appeal of Formula 1 to enhance its brand image.
On June 27, 2025, the brand hosted a special screening of the blockbuster film "F1: Drive to Glory" at Shanghai's Galleria and Hangzhou's Vantone shopping malls. The event wasn't just a movie night; it was a carefully curated experience designed to showcase the brand's latest collection and its commitment to the fusion of fashion and motorsports.
Attendees, dressed in Tommy Hilfiger's 2025 summer collection and the new APXGP line, were immersed in the film's exhilarating depictions of speed and competition. The APXGP limited-edition collection, directly inspired by the film's virtual racing team, was a central focus. This collection represents Hilfiger's innovative approach to translating the aesthetic and spirit of F1 racing into wearable fashion.
The event further highlighted the Motorcore style, a theme prominently featured in the film. The Motorcore aesthetic, a fusion of racing and fashion, is conveyed through the film's portrayal of the drivers' off-track style. Tommy Hilfiger, through its designs and the film's narrative, cleverly positions itself at the forefront of this trend.
More than just a promotional event, the screening served as a powerful demonstration of Tommy Hilfiger's understanding of its target audience. By combining a high-profile film screening with a showcase of its latest collection, the brand directly engaged with its key partners, VIP customers, media, and bloggers, effectively communicating its position as a leader in the intersection of fashion and the exhilarating world of motorsports. The event not only marked the film's release in China but also presented a compelling narrative of the brand's ongoing commitment to the F1 experience.
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