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, shall be one of many youngest and most promising stars in F1 Academy and is usually known as “the quickest lady on this planet” by followers. In her debut season in 2025, Larsen will race in a go well with and automobile adorned with Hilfiger’s signature purple, 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 prospects throughout 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 symbolize the Tommy Hilfiger model as we dream massive, present what’s attainable 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 accomplice,” mentioned Susie Wolff, managing director of F1 Academy. “As an inaugural accomplice 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 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 automobile driver herself. She selects the younger expertise and mentors them and has all these intensive observe periods. 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 automobile. “We’re a sponsor,” he added.
Alba Hurup Larsen and the Tommy Hilfiger race automobile.
Courtesy of Tommy Hilfiger
He mentioned the corporate has been sponsoring race automobile driving for greater than 30 years, beginning with Components 1 with Staff Lotus within the late Eighties. It additionally sponsored Ferrari for quite a few 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 yr 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 adverts deliberate with Larsen, “however there shall be lots 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 yr, she gained the senior remaining within the fourth version of the FIA Girls in Motorsport Fee’s Ferrari Driver Academy-affiliated Women on Monitor 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 ladies on the forefront of the grid.
FI Academy options 15 automobiles on the grid, with help from all 10 Components 1 groups and 5 accomplice automobiles, together with Tommy Hilfiger as an official accomplice. Within the upcoming season, Hilfiger may also gown the F1 Academy administration group, leveraging its world platform to assist enhance consciousness and help for younger drivers, auto engineers and managers, lots of whom are ladies coming 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 influence 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 accomplice to the Apple Authentic Movies Components 1 function “F1,” starring Brad Pitt alongside Hilfiger menswear ambassador Damson Idris.