Tommy Hilfiger has named Formula 1 driver Sergio Pérez as its new global menswear ambassador, strengthening the brand’s long-running connection with motorsport. The announcement follows Pérez’s growing influence both on and off the track.

Pérez will appear in future global campaigns and take part in brand initiatives that highlight Tommy Hilfiger’s classic American style. The company said the partnership aims to merge fashion and racing culture, appealing to younger, international audiences.

The collaboration is part of the brand’s strategy to refresh its menswear positioning through high-visibility talent. Tommy Hilfiger has frequently partnered with sports figures, and Pérez’s global fan base makes him a strong fit for its next wave of marketing.

The Mexican driver said he was proud to join the label, describing the partnership as a natural extension of his personal style. Tommy Hilfiger noted that Pérez’s discipline and drive reflect values the brand wants to spotlight in its upcoming campaigns.