03 May 2018
2018, May 1st, Amsterdam, Netherlands
Tommy Hilfiger announces the launch of a new campaign – #WhatsYourDrive – together with the global brand ambassador Lewis Hamilton. The mini-series sheds light on the personal ambitions of the F1 pilot, ambitions that make him exceed his expectations, break down barriers and improve his performance to inspire others.
#WhatsYourDrive unveils the man behind the image of the legendary British race driver, Lewis Hamilton, global brand ambassador and, implicitly, the representative of men’s collection. The episodes will be launched concurrently with each race in the 2018 Formula 1 World Championship, focusing on one aspect of Lewis Hamilton’s professional and personal life.
Starting with the passion for music, fashion, and the values that guide Lewis every day, to his efforts to encourage younger generations to follow their dreams, the #WhatsYourDrive series talks about the incredible desire to succeed in all aspects of life, inspiring along the way the next generation of TOMMY HILFIGER fans .
“It’s a story about personal development, exploration and self-expression beyond the racing track, which I enjoy sharing with fans around the world,” said Lewis Hamilton. “It’s about setting goals and embracing any opportunity that arises, without letting anyone stand in your way.”
“Lewis has this amazing ambition to grow and reach new goals both on the track and beyond, giving inspiration to fans all over the world,” said Tommy Hilfiger. “This mini-personal series comes with a new and intimate perspective on his journey of reaching full potential in Formula One racing, revealing sides that few people know.”
So, what happens next?
Lewis Hamilton will share each episode, including the trailer released on May 1, 2018, on his social media channels, including Instagram, Facebook and Youtube, where he is being followed by over 18 million fans. The mini documentary series will also be available on Tommy Hilfiger’s dedicated web page , a one-stop dynamic platform celebrating Lewis Hamilton’s position as a brand ambassador and the strategic partnership between Tommy Hilfiger and the four-time Formula One World Champion, Mercedes-AMG Petronas Motorsport, gathering the latest campaign images and clips along with outfits from the collection.
Watch the trailer here:
The heritage of the TOMMY HILFIGER brand is closely related to pop culture and sports stars. In the 1990s, Tommy was one of the first designers to combine fashion with the celebrity world and became a pioneer in the industry after dressing artists like Aaliyah, Mark Ronson and Usher and engaging David Bowie or Beyonce in his commercials. In recent years, Tommy Hilfiger has set up partnerships with supermodel Gigi Hadid, with whom he has made four TommyXGigi capsule collections, with international tennis champion Rafael Nadal, The Chainsmokers duo and actor Shawn Yue, drawing attention to the commitment of the brand to an expansion of the audience and connection with the next generation of consumers.
Tommy Hilfiger has a history of Formula 1, recently announcing that he is the formal clothing partner for four-time world champions at the AMG Petronas Motorsport. The brand has previously sponsored the Formula 1 Lotus team and between 1991 and 1994 was the first off-road brand to sponsor the Ferrari Formula One team, including Tommy Hilfiger’s uniforms in 1998.
In Romania, SARKK is the official distributor for Tommy Hilfiger. Founded in 1988, the company also supports the distribution of Tommy products in countries such as Greece, Bulgaria, Cyprus, Albania, Repulica Moldova and F.Y.R.O.M. The products are distributed within a network of online shops, outlets and an extensive network of multi-brand stores.
SARKK S.A. has always sought balance and organic growth driven by CSR values, becoming one of the strongest companies in the market, constantly developing and capturing the attention of the most demanding consumers.
Tommy Hilfiger collections are available for men, women and children, and they include footwear and accessories. The collections are part of a complex portfolio of the lifestyle brand, which contain a wide range of products, from sporting goods (footwear, sports equipment – golf, swimming, sailing), underwear (underwear, dressing gowns and underwear) and accessories for medical optics and up to sunglasses, watches, bags, suits, leather goods, perfumes, household accessories, bed linen, bathroom accessories and travel bags.