AMSTERDAM, THE NETHERLANDS (NOVEMBER 2024) – Tommy Hilfiger, which is part of PVH Corp. [NYSE: PVH], announces motorsports sensation Alba Hurup Larsen as the new F1 ACADEMY™ TOMMY HILFIGER driver for 2025, extending the brand’s commitment to champion women in motorsport.
At just 16 years old at the start of the season, Alba will be one of the youngest and most promising stars in F1 ACADEMY™ and is often called “the fastest girl in the world” by fans. In her debut season in 2025, she will race in a suit and car adorned with the brand’s iconic red, white and blue, symbolizing her role as a trailblazer in the sport.
“This partnership underscores our commitment to innovation and inclusivity in motorsports,” said Tommy Hilfiger. "With F1 ACADEMY™, we’re breaking barriers and paving the way for a more inclusive and dynamic future in racing. Supporting young talents like Alba Hurup Larsen motivates us to challenge limits and redefine possibilities within the sport.”
“I’m deeply honored that Tommy has entrusted me to fly his flag in the F1 ACADEMY ™” said Alba Hurup Larsen. “Having this support at such a pivotal stage in my career means the world to me. I’m excited to represent the TOMMY HILFIGER brand as we dream big, show what’s possible and drive change.”
"We are proud to have Tommy Hilfiger as an Official Partner," said Susie Wolff, Managing Director of F1 ACADEMY™. "As an inaugural partner to F1 ACADEMY™ and a true first mover in blending lifestyle and motorsport, Tommy Hilfiger’s globally renowned brand values, commitment to innovation, and passion for driving change closely match our own. We look forward to seeing Alba racing in the brand’s unmissable signature colorway in 2025."
TOMMY HILFIGER x ALBA HURUP LARSEN: A NEW DAWN FOR FEMALE DRIVERS
Tommy Hilfiger’s groundbreaking partnership with F1 ACADEMY™ continues to reshape the landscape of motorsport by championing inclusivity and empowering female drivers in a traditionally male-dominated sport. The collaboration highlights the next generation of female talent while broadening the sport's appeal to new audiences, placing women at the forefront of the grid.
F1 ACADEMY™ features 15 cars on the grid, with support from all ten Formula 1™ teams and five partner cars, including Tommy Hilfiger as an official partner. In the upcoming season, Tommy Hilfiger will also dress the F1 ACADEMY™️ management team, leveraging its global platform to boost awareness and support for young drivers, auto engineers, and managers, many of whom are women entering the sport for the first time.
This partnership builds on the TOMMY HILFIGER brand’s legacy of innovation in Formula 1™️ sponsorship, including past collaborations with Spanish driver Nerea Martí. These initiatives continue to empower the next generation of female drivers and transform the sport’s landscape, ensuring all fans can see themselves behind the wheel. The impact is already evident: over 42% of Formula 1™️ fans are now women, and the number continues to grow.
As Formula 1™ drives its unstoppable influence on style and pop culture, Tommy Hilfiger continues to raise the game on impactful, innovative sponsorships that amplify the world’s most exciting sport for a diverse, influential and growing fanbase. Past initiatives include designing collections with legend of the sport Lewis Hamilton and hosting fashion shows inspired by the track. The brand is building on this legacy as a partner to the highly anticipated Apple Original Films Formula 1™️ feature F1 starring Brad Pitt alongside TOMMY HILFIGER Menswear Ambassador Damson Idris.
Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger, @TommyHilfiger, @F1Academy and @Alba.racing.
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