[London, June 3, 2025] 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.
