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 ladies 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 usually known as “the quickest woman on this planet” by followers. In her debut season in 2025, Larsen will race in a swimsuit 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,” mentioned 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 mentioned. “Having this help at such a pivotal stage in my profession means the world to me. I’m excited to signify 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 associate,” mentioned Susie Wolff, managing director of F1 Academy. “Because the inaugural associate 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 carefully match our personal. We stay up for 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 classes. She has been in a position to choose actual winners.”
Hilfiger mentioned 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 mentioned the corporate has been sponsoring race automotive driving for greater than 30 years, beginning with Components 1 with Crew Lotus within the late Nineteen 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 mentioned. It’s the first 12 months alongside Components 1.
As for why he selected Larsen, Hilfiger mentioned, “She is the way forward for racing. She’s a dreamer who’s not afraid to push boundaries and limitations in motorsports, and he or she has a ardour for excellence.” He mentioned there are not any advertisements deliberate with Larsen, “however there can be plenty of content material in and across the racing.”
Larsen has been hailed because the quickest woman in her age group by esteemed names like Ferrari and FIA. Final 12 months, she gained the senior ultimate 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 technology of feminine expertise whereas broadening the game’s enchantment to new audiences, putting ladies on the forefront of the grid.
FI Academy options 15 vehicles on the grid, with help from all 10 Components 1 groups and 5 associate vehicles, together with Tommy Hilfiger as an official associate. Within the upcoming season, Hilfiger will even costume the F1 Academy administration staff, leveraging its world platform to assist increase consciousness and help for younger drivers, auto engineers and managers, lots of whom are ladies getting into the game for the primary time.
This partnership builds on the Hilfiger model’s legacy of innovation in Components 1 sponsorship, which incorporates previous collaborations with Spanish driver Nerea Martí. The affect is already evident: greater than 42 p.c of all Components 1 followers are ladies, and the quantity retains rising.
A few of Hilfiger’s previous initiatives embrace designing collections for Hamilton and internet hosting trend exhibits impressed by the observe. The model is constructing on this legacy as a associate to the Apple Authentic Movies Components 1 characteristic “F1,” starring Brad Pitt alongside Hilfiger menswear ambassador Damson Idris.