Fashion, sport and pop culture combine in a new global campaign from Tommy Hilfiger, which capitalises on the fandom and buzz surrounding the new Apple Original film F1: The Movie.

The campaign, which was created by Sid Lee Sport, stars Tommy Hilfiger brand ambassador Damson Idris, who stars in the film alongside Brad Pitt.

Tommy Hifiger designed the racing uniforms for the film’s fictional F1 team APXGP, as well as a real collection for fans ‘The APXGP Collection’. A move which takes ‘sports sponsorship’ into a new marketing playbook, by successfully fusing fact and fiction. 

Fabian Staudinger, Global Director of Culture, Collaborations and Partnerships at Tommy Hilfiger, explained: “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.”

The move sees the fashion brand play at the intersection of sports and culture by capitalising on the launch of the new movie, which also stars Brad Pitt. The capsule collection was teased at New York’s Met Gala, where Idris arrived in a APXGP car from the film, wearing a white racing suit before changing into a tailored tuxedo, designed by Hilfiger. 

Mike Grumbridge, Managing Director of Sid Lee Sport, added: “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.”

A promotional film sees Idris modelling a range of items from the collection as he makes his way through F1’s 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. The launch ties into the film’s European premier. 

The campaign film was shot on-location in South Africa by award-winning Taiwanese director Lu Xiao Wei, through Kode, with photography by Miciah Carter and Sulay Kelly,

Sid Lee Sport won the Tommy Hilfiger brief following a process led by Creativebrief.