Tommy Hilfiger, which is a part of PVH Corp., has revealed a sponsorship with motorsports sensation Alba Hurup Larsen as the brand new F1 Academy Tommy Hilfiger driver for 2025, extending the model’s dedication to champion girls in motorsport.
The Danish-born Larsen, who turns 16 subsequent month, can be one of many youngest and most promising stars in F1 Academy and is commonly referred to as “the quickest lady on this planet” by followers. In her debut season in 2025, Larsen will race in a go well with and automotive adorned with Hilfiger’s signature pink, white and blue.
F1 Academy is an all-women, single-seater racing championship. The 2025 season will open in China from March 21 to 23, earlier than the collection returns to Jeddah, Saudia Arabia and Miami for rounds two and three. It then strikes all year long to Canada, the Netherlands and Singapore and concludes in Las Vegas from Nov. 20 to 22.
“This partnership underscores our dedication to innovation and inclusivity in motorsports,” stated Tommy Hilfiger. “With F1 Academy, we’re breaking limitations and paving the way in which for a extra inclusive and dynamic future in racing. Supporting younger abilities like Alba Hurup Larsen motivates us to problem limits and redefine potentialities inside the sport.”
“I’m deeply honored that Tommy has entrusted me to fly his flag within the F1 Academy,” Larsen stated. “Having this assist at such a pivotal stage in my profession means the world to me. I’m excited to characterize the Tommy Hilfiger model as we dream large, present what’s doable and drive change.”
Susie Wolff, Alba Hurup Larsen and Tommy Hilfiger
Picture by Nesrin Danan, courtesy of Tommy Hilfiger
“We’re proud to have Tommy Hilfiger as an official companion,” stated Susie Wolff, managing director of F1 Academy. “Because the inaugural companion to F1 Academy and a real first mover in mixing life-style and motorsport, Tommy Hilfiger’s globally famend model values, dedication to innovation and keenness for driving change intently match our personal. We look ahead to seeing Alba racing within the model’s unmissable signature colorway in 2025.”
Reached in Las Vegas, the designer added that the model has been sponsoring F1 Academy since its inception. “And Susie Wolf, who’s the pinnacle of it’s a former race automotive driver herself. She selects the younger expertise and mentors them and has all these intensive follow periods. She has been capable of choose actual winners.”
Hilfiger stated Larsen will function a model ambassador and can put on the corporate’s garments. The uniforms are designed by Hilfiger’s agency, and the corporate’s brand is on the automotive. “We’re a sponsor,” he added.
He stated the corporate has been sponsoring race automotive driving for greater than 30 years, beginning with Formulation 1 with Staff Lotus within the late Eighties. It additionally sponsored Ferrari for quite a lot of years earlier than sponsoring Lewis Hamilton and Mercedes.
F1 Academy was based in 2022 and began racing in 2023. “Now they’re taking it to a brand new stage,” Hilfiger stated. It’s the first 12 months alongside Formulation 1.
As for why he selected Larsen, Hilfiger stated, “She is the way forward for racing. She’s a dreamer who’s not afraid to push boundaries and limitations in motorsports, and she or he has a ardour for excellence.” He stated there aren’t any adverts deliberate with Larsen, “however there can be a variety of content material in and across the racing.”
Larsen has been hailed because the quickest lady in her age group by esteemed names like Ferrari and FIA. Final 12 months, she gained the senior remaining within the fourth version of the FIA Girls in Motorsport Fee’s Ferrari Driver Academy-affiliated Women on Observe Rising Stars program.
Hilfiger’s partnership with F1 Academy continues to reshape the panorama of motorsport by championing inclusivity and empowering feminine drivers in a historically male-dominated sport. The collaboration highlights the subsequent era of feminine expertise whereas broadening the game’s attraction to new audiences, putting girls on the forefront of the grid.
FI Academy options 15 vehicles on the grid, with assist from all 10 Formulation 1 groups and 5 companion vehicles, together with Tommy Hilfiger as an official companion. Within the upcoming season, Hilfiger may also costume the F1 Academy administration group, leveraging its world platform to assist increase consciousness and assist for younger drivers, auto engineers and managers, a lot of whom are girls coming into the game for the primary time.
This partnership builds on the Hilfiger model’s legacy of innovation in Formulation 1 sponsorship, which incorporates previous collaborations with Spanish driver Nerea Martí. The affect is already evident: greater than 42 % of all Formulation 1 followers are girls, and the quantity retains rising.
A few of Hilfiger’s previous initiatives embrace designing collections for Hamilton and internet hosting trend reveals impressed by the monitor. The model is constructing on this legacy as a companion to the Apple Authentic Movies Formulation 1 function “F1,” starring Brad Pitt alongside Hilfiger menswear ambassador Damson Idris.
