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From Puma's iconic Speedcat sneakers to Gucci's oversized electric moto jackets and Demna's Balenciaga's winter biker boots on the Winter 2023 runway, top designers are infusing haute couture and street fashion with motocore's raw vitality.
October 2, 2025
From Puma's iconic Speedcat sneakers to Gucci's oversized electric moto jackets and Demna's Balenciaga's winter biker boots on the Winter 2023 runway, top designers are infusing haute couture and street fashion with motocore's raw vitality.
The first half of 2025 marked a powerful surge in dynamic, youthful fashion trends, led by motocore - a bold style inspired by racing culture and modern streetwear. Amidst this rising wave, Tommy Hilfiger has made a striking comeback through F1 The Movie and the APXGP collection, accelerating the brand repositioning journey.
Dubbed a “fashion wave” conquering runways and streets alike, motocore artfully combines genuine and vegan leather, waterproof fabrics, breathable mesh, alongside technical elements such as rivets, metal zippers, and signature racing palette colors - vibrant reds, deep blues, and pristine whites. The silhouette is sleek, athletic with clean-cut lines hugging the body, enhanced by zippers and straps, embodying the spirit of speed.
More than just protective gear or racing attire, motocore has become a vital source of inspiration embraced by renowned designers on high fashion runways, seamlessly merging with contemporary streetwear. It resonates deeply with Gen Z and Millennials who crave rebellious, energetic styles.
Beyond aesthetics and function, motocore also embraces sustainability-driven innovation. Brands like Marine Serre push boundaries with cutting-edge recycled materials, while Puma sustains its legacy by launching sneaker collections inspired by racing, striking a perfect balance between technical precision and urban edge.
Tommy Hilfiger has long-standing ties to top-tier motorsports. From sponsoring Team Lotus in 1991 to a long-standing partnership with Mercedes-AMG Petronas since 2018, Tommy Hilfiger has consistently woven motorsport into its brand DNA. Along the way, Tommy Hilfiger also sponsored Ferrari and collaborated with Lewis Hamilton on boundary-breaking capsule collections, cementing its deep roots in the sport. This solid foundation has propelled Tommy Hilfiger to a leading position in the modern motocore era.
Indeed, the brand has a rich history of powerfully intersecting with pop culture and skyrocketed in this style when stars like Snood Dog and Aaliyah wore his designs. This famously exemplified in the 90s when its best-selling were worn by hip-hop stars like Snoop Dog on Saturday Night Live, foreshadowing its current cinematic venture with F1.
"Since I was a kid peeking through the fences at Watkins Glen racetrack, Formula 1™ has been legendary to me. As F1® has opened its doors to new worlds like entertainment and fashion, the sport has become a cultural phenomenon.", shared Tommy Hilfiger.
This insight illuminates how Formula 1 resonates with American fashion Tommy Hilfiger, and it serves as an endless wellspring of inspiration for the powerful convergence between the world of racing and the global fashion industry.
What's particularly intriguing is the interconnected origin of these two icons. While Formula 1, with its inaugural Grand Prix held at Silverstone, England, in 1950, embodies a strong European spirit, it is the United States - Tommy Hilfiger's homeland - that has emerged as a promising market, witnessing a recent surge in F1's popularity. The strong growth of F1 in the U.S., marked by new races like Miami and Las Vegas, not only attracts massive audiences but also creates fertile ground for brands eager to leverage the inherently athletic and free-spirited American ethos.
Riding the wave of motocore’s ascendancy, Tommy Hilfiger expertly channels this energy through the APXGP collection - a bold and contemporary racing fashion statement developed in exclusive partnership with F1 The Movie. Not just appearing in the movie, the brand became part of the story itself, blending preppy American heritage with motocore aesthetics. Eschewing traditional sponsorship routes, the brand takes a daring leap into cinema: Tommy Hilfiger’s logo is prominently displayed on race cars and team uniforms within the film, seamlessly weaving into a narrative of speed and competition. Notably, the presence of Damson Idris, both as a lead actor in F1 The Movie and as Tommy Hilfiger’s ambassador, strengthened the crossover between cinema, racing, and fashion.
In short, Tommy Hilfiger's presence in F1 The Movie goes beyond simple branding or costume design; it plays a vital role in storytelling.
Beyond the silver screen, the APXGP collection emerges as a bold and contemporary racing fashion statement. It started out as costumes for a fictional Formula 1 team in Brad Pitt’s F1 The Movie, but it leapt off the screen to become a real ready-to-wear line.
Originally created as the official sponsor uniform for the fictional F1 team in F1 The Movie, the collection embodies motocore aesthetics that diverge from traditional biker leather or grunge looks. Instead, it seamlessly blends classic American preppy influences - the brand’s core heritage - with motocore elements, crafting a refined, youthful, and highly wearable line. Signature pieces such as vegan leather varsity jackets, logo-emblazoned race tees, and sporty white polos reflect technical sophistication, racing vigor, and unmistakable brand identity.
Beyond its cinematic debut, APXGP thrives as a vibrant ready-to-wear line, captivating young, free-spirited fashion enthusiasts and street sports lovers alike. This collection represents a pivotal breakthrough for Tommy Hilfiger and firmly establishes the brand’s leadership in the modern motocore movement. At the same time, it underscores Tommy Hilfiger’s ambition to solidify its position in the domestic U.S. market, where athleticism and individual freedom remain core cultural values. In recent years, the brand has consistently advanced its digitalization initiatives, built an omni-channel shopping experience, and invested in collaborations with celebrities and pop culture icons (like F1 The Movie) to create buzz and attract a younger, dynamic customer base. This also reflects a broader trend of American brands asserting their national identity and values in global strategies, fostering a stronger connection with U.S. consumers.
While motorsport, especially Formula 1, has traditionally been a male-dominated arena, Tommy Hilfiger boldly rewrites this narrative as the official partner of the F1 Academy - a women-only racing series founded in 2023. By designing team uniforms and directly sponsoring rising star Nerea Martí, the brand firmly underscores its commitment to empowering women in this historically male-centric sport, and also reaffirms its role in pushing inclusivity in motorsports.
Since 2018, Tommy Hilfiger’s profile has soared through its global sponsorship and uniform design for Mercedes-AMG Petronas, delivering motocore-infused, speed-driven apparel to pit crews and fans alike. The momentum continues with the brand’s official partnership with the Cadillac F1 Team, set to debut in the 2026 season, where Tommy Hilfiger is responsible for overseeing uniform design, fan apparel, as well as prominent logo placement on cars and race suits. This strategic progression cements Tommy Hilfiger’s elevated status at the pinnacle of racing fashion, showcasing its audacious motocore aesthetic.
More than just a fusion of speed, technical precision and style, this approach repositions Tommy Hilfiger as a vibrant sportswear icon that resonates deeply with diverse communities, particularly Gen Z and Millennials who champion inclusivity and diversity.
Tommy Hilfiger’s evolution - from signature leather jackets rooted in traditional racing culture to the groundbreaking APXGP collection and strategic partnerships with the F1 Academy and Cadillac F1 - demonstrates that motocore is far more than a fleeting trend. It stands as a technical, speed-driven fashion statement. With a sharp and transformative spirit, Tommy Hilfiger confidently solidifies its pioneering role in advancing motorsport-inspired fashion, deeply engaging youth and the global F1 community. And it is precisely on the soil where Tommy Hilfiger was born – the United States – where F1 is rapidly expanding, that the brand is solidifying its position, affirming its American identity on a global stage.
Motocore transcends mere style - it is a manifesto of energy, individuality, and boundless innovation, boldly championed by Tommy Hilfiger on the international fashion racetrack.
