Hello Birdies! What if a fashion brand sponsored a team that doesn’t even exist? That’s exactly what happened in Brad Pitt’s new Formula 1 movie, where Tommy Hilfiger becomes the official sponsor of the fictional racing team APXGP. The Tommy Hilfiger F1 sponsorship wasn’t just about placing logos. The brand’s identity is evident throughout the movie, from racing suits to car designs, making it feel like an integral part of the story, not just an advertisement. This clever move enabled the brand to transcend traditional marketing and enter the world of cinema in a bold, organic manner.
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Sponsorship To Non-existence
But the campaign didn’t stop on the big screen. To make things even more exciting, Tommy Hilfiger launched a special F1-inspired collection alongside the film release. Fans could now wear pieces that made them feel like part of the movie universe.
F1 like never before, or after
By sponsoring a fictional team instead of a real one, Tommy Hilfiger connected with both racing fans and movie lovers. The campaign quickly went viral on social media, earning high visibility without the cost of a real F1 sponsorship.
