Challenge

Tommy Hilfiger aimed to leverage its 30-year Formula 1 legacy and capitalise on the cultural momentum ahead of the F1 film launch. The campaign needed to:

• Connect with the “Status Confident Male” audience by blending motorsport energy with fashion heritage.
• Drive early awareness for the Tommy Hilfiger APXGP Collection before the wider hype cycle.
• Boost visibility and footfall to store across key European retail and lifestyle hubs.
• Stand out in a cluttered media landscape with bold, unmissable creative, positioning Tommy Hilfiger top of mind.

Solution

A multi-market OOH strategy combined cultural relevance with creative innovation:

• High-Impact OOH Across EMEA: Landmark placements in the UK, Italy, France, Spain, and Germany ensured visibility in iconic, high-traffic locations.
• Transformative Formats: 3D DOOH, murals, and station takeovers turned everyday spaces into immersive cultural spectacles. 
• Extending Brand Visuals: Using multiple OOH formats, Tommy Hilfiger evolved the APXGP Collection’s visual language, creating a connected and expressive brand journey across environments.

Results

The campaign delivered measurable impact and cultural relevance across markets:

• Stronger Advocacy: +15% lift in top-tier NPS scores, signaling deeper emotional resonance.‍
• Category Leadership: Ranked top 10 in unaided brand recall alongside Nike and Gucci, while outperforming Ralph Lauren and Louis Vuitton. By fusing fashion heritage with motorsport culture, Tommy Hilfiger transformed an F1 sponsorship into a multi-layered cultural statement—cementing its position as both a fashion leader and a lifestyle brand embedded in European culture.

By fusing fashion heritage with motorsport culture, Tommy Hilfiger transformed an F1 sponsorship into a multi-layered cultural statement—cementing its position as both a fashion leader and a lifestyle brand embedded in European culture.