Tommy Hilfiger is really nailing that female F1 audience. Not only was this move genius, but they’ve also sponsored F1A for years and are really getting their name out there with Alba Larsen making waves in their car.
Great article!!! The team at Tommy Hilfiger who strategized this partnership deserves all the accolades. They clearly have fantastic foresight into how the growth of F1, particularly in North America, will drive up their awareness.
1. Regarding the movie, perhaps the most disappointing part about the woman engineer portrayal is why Lewis allowed it while interjecting about other parts of the project. He has been an advocate for women in motorsport for a long time and shown his continous support for F1A. However, it fell short to see him produce a movie that deliberately chooses to diminish the role of women in the motorsport space. Even rising a simple critique would have been enough.
2. This brings me to my second point. I love Tommy for being able to cater more to the F1 fanbase while at the same time keeping it cool enough for anyone not following the sport to purchase apparel. However, I would say it's still a bit far from tailoring and anchoring on women's perspective and voice as an audience. I don't know what it will take for these brands to realise that women make up the majority of the newer fans and they have the majority of the purchasing power and marketing power. They talk about it online, they speak about the drivers, the narratives, the details as much as about the sport and its technicalities. They are such a strong audience yet brands are so reluctant to cater to them. Which I think will be the downfall because male dominated sports will not be able to sustain the momentum of newer women fan interes.
I couldn’t agree more, Emma! I’m 100% with you on how the film portrayed women — they missed a great chance to do better.
As for the second point, I think some brands like Tommy are really trying, they just don’t quite know how to get it right yet. Plus, fashion is such a rigid environment that it takes more to truly innovate and shift perspectives. But as you said, the momentum is now — and those who get it will win.
Tommy Hilfiger is really nailing that female F1 audience. Not only was this move genius, but they’ve also sponsored F1A for years and are really getting their name out there with Alba Larsen making waves in their car.
Love the work they are doing with Alba and in F1 Academy overall!
Great article!!! The team at Tommy Hilfiger who strategized this partnership deserves all the accolades. They clearly have fantastic foresight into how the growth of F1, particularly in North America, will drive up their awareness.
Absolutely!!
Two main thoughts:
1. Regarding the movie, perhaps the most disappointing part about the woman engineer portrayal is why Lewis allowed it while interjecting about other parts of the project. He has been an advocate for women in motorsport for a long time and shown his continous support for F1A. However, it fell short to see him produce a movie that deliberately chooses to diminish the role of women in the motorsport space. Even rising a simple critique would have been enough.
2. This brings me to my second point. I love Tommy for being able to cater more to the F1 fanbase while at the same time keeping it cool enough for anyone not following the sport to purchase apparel. However, I would say it's still a bit far from tailoring and anchoring on women's perspective and voice as an audience. I don't know what it will take for these brands to realise that women make up the majority of the newer fans and they have the majority of the purchasing power and marketing power. They talk about it online, they speak about the drivers, the narratives, the details as much as about the sport and its technicalities. They are such a strong audience yet brands are so reluctant to cater to them. Which I think will be the downfall because male dominated sports will not be able to sustain the momentum of newer women fan interes.
I couldn’t agree more, Emma! I’m 100% with you on how the film portrayed women — they missed a great chance to do better.
As for the second point, I think some brands like Tommy are really trying, they just don’t quite know how to get it right yet. Plus, fashion is such a rigid environment that it takes more to truly innovate and shift perspectives. But as you said, the momentum is now — and those who get it will win.