If you buy an independently reviewed services or products by a hyperlink on our web site, Selection could obtain an affiliate fee.

Tommy Hilfiger is racing in the direction of the quick lane with a brand new partnership with “F1: The Film,” fronted by a world marketing campaign starring the movie’s breakout lead Damson Idris. The collaboration, creatively led by Sid Lee Sport, is coupled with a limited-edition paddock assortment impressed by the fictional F1 staff from the movie.

Designed by Hilfiger and worn by Idris’s character, Joshua Pearce, the APXGP Assortment channels the film’s modern, kinetic power with a mix of track-ready tailoring and up to date aptitude. “Working with Tommy Hilfiger and “F1® The Film” has been an unforgettable trip — an genuine mix of iconic type and cinematic energy,” Idris mentioned in an announcement. Final month, the actor arrived on the Met Gala in a customized APXGP race automotive earlier than remodeling right into a pink tuxedo on the carpet.

The marketing campaign’s world rollout features a visually placing anamorphic billboard in London’s Piccadilly Circus. That is the place vogue, leisure, and motorsport converge,” Fabian Staudinger, Tommy Hilfiger’s World Director of Tradition, Collaborations & Partnerships, mentioned in an announcement. “We’re proud to be main that cultural dialogue.”

For Lee Sport, who received the undertaking by a aggressive pitch, the marketing campaign is a landmark activation. “Tommy Hilfiger is writing an entire new playbook,” Mike Grumbridge, the model’s managing director, mentioned in an announcement. “It’s an honor to activate what stands out as the most hotly anticipated film of the yr.”

The APXGP Assortment drops June 3 and is accessible at Tommy Hilfiger shops globally, on-line at tommy.com and through choose retailers. F1® The Film races into theaters and IMAX screens beginning June 25 internationally and June 27 in North America.