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Tommy Hilfiger returns to Formula One with Mercedes

Formula One motor-racing team Mercedes has entered into a partnership with US fashion and lifestyle brand Tommy Hilfiger.

The multi-year strategic partnership names Tommy Hilfiger as Mercedes’ official apparel partner.

The PVH-owned company will provide the team with race and travel wear, along with factory, office and hospitality clothing. Its logo will also appear on Mercedes’ car, and on garage and trackside assets.

“The exciting partnership with Mercedes-AMG Petronas Motorsport is a celebration of our shared commitment to keep technology and innovation at the core of our business," Daniel Grieder, chief executive of Tommy Hilfiger Global and PVH Europe, said.

"We take pride in partnering with organisations that are the best in their industries and share our passion to attract and retain the best-in-class teams. We are excited to leverage the incredible reach that Formula One has worldwide as we continue to build on our brand's global recognition and bring Tommy Hilfiger to new audiences." 

The partnership marks a return to F1 for Tommy Hilfiger for the first time since the 1990s. The brand previously sponsored Ferrari and the now-defunct Lotus.

Tommy Hilfiger replaces German fashion house Hugo Boss as Mercedes’ apparel partner. Hugo Boss announced last year that it would be bringing to an end its 30-year association with the sport by becoming a sponsor of the Formula E electric car-racing series from the 2017-18 season.