Zhou Guanyu has been named the new TOMMY HILFIGER Global Brand Ambassador, bringing China’s first Formula 1 driver into one of fashion’s most recognisable sporting families.
Zhou Guanyu has officially joined Tommy Hilfiger as the brand’s newest TOMMY HILFIGER Global Brand Ambassador, marking a major moment at the intersection of Formula 1, fashion and global sport. The appointment brings China’s first Formula 1 driver into the Tommy family and strengthens the brand’s ongoing relationship with motorsport, style and contemporary culture.
The announcement connects Zhou’s racing career, international profile and personal sense of style with Tommy Hilfiger’s long-standing focus on sport, entertainment and modern American fashion. For the brand, the partnership represents more than a traditional ambassador role. It places Zhou at the centre of a growing cultural movement where racing drivers are no longer seen only through their results on track, but also through their influence, image and ability to connect with younger global audiences.
The collaboration also follows TOMMY HILFIGER’s partnership with the Cadillac Formula 1 Team, where Zhou Guanyu currently serves as Reserve Driver. The brand is also the Official Apparel Partner for the team, giving Zhou’s new ambassador role a direct link to its expanding motorsport presence. As Formula 1 continues to grow as both a sporting spectacle and a lifestyle platform, the partnership positions Tommy Hilfiger firmly within one of the most influential global arenas.
Zhou has become one of motorsport’s most important contemporary figures. He made history as the first and only Chinese driver to compete full-time in Formula 1, opening the door for a new generation of fans in China and beyond. Before reaching the top level of racing, he built a standout junior career and finished third in the 2021 Formula 2 Championship, confirming his potential as one of the sport’s most promising talents.
His arrival in Formula 1 came with Alfa Romeo, later Sauber, where he scored points on his debut at the 2022 Bahrain Grand Prix. Across three consistent seasons on the grid, Zhou established himself as a composed and determined driver, earning respect for his technical discipline, resilience and ability to perform under pressure. After his time as a full-time Formula 1 driver, he moved into key development roles, including a reserve driver position with Scuderia Ferrari in 2025 before joining the newly formed Cadillac F1 Team for its inaugural 2026 campaign.
For Tommy Hilfiger, Zhou represents a new-generation sporting figure whose influence reaches far beyond the racetrack. His profile speaks directly to younger, style-conscious fans who follow Formula 1 not only for speed and performance, but also for the personalities, fashion moments and cultural narratives that surround the sport. His ability to move naturally between racing and fashion makes him a strong fit for the brand’s evolving identity.
Tommy Hilfiger described Zhou as a talent defined by confidence, individuality and authenticity. He also highlighted the driver’s modern perspective and the way he embodies the brand’s “Prep Made Current” vision, a concept that updates classic Tommy codes for a contemporary global audience. Through Zhou, the brand gains a figure capable of carrying that message across race weekends, public appearances, fashion campaigns and international events.
Zhou, meanwhile, has made clear that fashion has always been part of his identity. The driver described clothing as a language and said that personal style gives people the opportunity to tell their story without needing words. He also credited Tommy Hilfiger with helping show the personality behind the helmet, creating space for individuality within a sport often defined by precision, performance and discipline.
His appointment places him within a long history of sporting figures linked to TOMMY HILFIGER. The brand has previously worked with major names including Lewis Hamilton, Checo Pérez, Rafael Nadal and Thierry Henry, all athletes who helped shape the connection between elite sport and global fashion. By adding Zhou to that lineage, Tommy Hilfiger continues to build a bridge between athletic excellence and personal expression.
The timing of the partnership is especially relevant. Formula 1 continues to experience a surge in global popularity, attracting new fans through digital platforms, documentary storytelling, fashion collaborations and high-profile race-weekend moments. In that context, Zhou Guanyu offers Tommy Hilfiger a direct connection to audiences who see motorsport as more than competition.
With this new role, Zhou becomes a key ambassador for a brand that has long understood the power of sport as a cultural language. His presence within the Tommy Hilfiger universe reinforces the growing relationship between Formula 1 fashion, personal identity and global influence, confirming that the future of motorsport style is being shaped both on and off the track.
