Mercedes trade in Hugo Boss for Tommy Hilfiger

Formula One team sign multi-year deal with new official apparel partner.

Mercedes trade in Hugo Boss for Tommy Hilfiger

Formula One world champions Mercedes have announced a multi-year strategic partnership with US clothing brand Tommy Hilfiger.

The deal will see Tommy Hilfiger replace German fashion house Hugo Boss as the motorsport outfit’s official apparel partner. The company will supply travel and team kits, as well as office and hospitality apparel for more than 1,500 employees.

In return, Tommy Hilfiger’s logo will be featured on Mercedes’ 2018 race cars, as well as inside the German team’s pit garage and on other trackside assets.

“We are delighted to welcome Tommy Hilfiger to Mercedes-AMG Petronas Motorsport and back to the world of Formula One,” said Toto Wolff, team principal and chief executive of the Mercedes Formula One team. “It is always exciting to embark on a new partnership, particularly when it touches such a key area of our team’s image; I am positive that it will energise our brand and bring a new spin to how we are perceived from next season.

“We are excited to see how Tommy Hilfiger will dress the team this season and to showcase their exciting plans to the fans of Formula One.”

“The exciting partnership with Mercedes-AMG Petronas Motorsport is a celebration of our shared commitment to keep technology and innovation at the core of our business,” said Daniel Grieder, chief executive of Tommy Hilfiger Global and PVH Europe. “We take pride in partnering with organisations that are the best in their industries and share our passion to attract and retain the best-in-class teams.

“We are excited to leverage the incredible reach that Formula One has worldwide as we continue to build on our brand’s global recognition and bring Tommy Hilfiger to new audiences.”

Mercedes have won both the constructors’ and drivers’ world championships in each of the past four seasons, with British driver Lewis Hamilton securing his fourth title in 2017. The 2018 campaign gets underway in Melbourne with the Australian Grand Prix on 25th March.