Sid Lee Sport leads on Tommy Hilfiger F1 Movie campaign
Tommy Hilfiger has launched a new global marketing campaign to celebrate the fashion retailer’s partnership with the F1 The Movie.
In the film, Tommy Hilfiger designs the racing uniforms for the fictional F1 team APXGP and now the iconic fashion brand has revealed a brand-new capsule for the movie – The APXGP Collection. The new capsule launches today with a global advertising campaign fronted by F1® The Movie’s breakout star and TOMMY HILFIGER Brand Ambassador, Damson Idris.
Created and produced by sports marketing agency Sid Lee Sport, the promotional film sees Idris modelling a range of items from The APXGP Collection as he makes his way through F1’s famous paddock, capturing the fearless drive and effortless style that defines the journey of his on-screen persona in the film, Joshua Pearce a one-to-watch rookie who’s determined to prove himself to Pitt’s more experienced racer, Sonny Hayes.
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 3rd June) – to celebrate the film’s European Premier.
Fabian Staudinger, Global Director of Culture, Collaborations & Partnerships at Tommy Hilfiger, said, “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.”
Mike Grumbridge, Managing Director of Sid Lee Sport, commented,“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.”
