There have been many moments when the worlds of luxury and sport have come together to create something special. This time, both fashion enthusiasts and Formula 1 fans have something to celebrate: Sergio “Checo” Pérez has been named the new Global Brand Ambassador for Tommy Hilfiger.

This partnership, which expands the brand’s already robust roster of ambassadors, “represents a unique opportunity to amplify our story and strengthen our presence across all markets,” Tommy announced in an official statement.

While the collaboration came as a surprise to many, it also feels like a natural step for a label known for forging relationships with world-class athletes—figures who embody ambition, high performance, and cultural influence, all of which are deeply rooted in the Tommy Hilfiger DNA.

We’ll be watching closely to see what this new alliance brings in the future.