.png?width=1252&height=362&name=QUID_Logo_WHITE%20(2).png){kind=logo}
Tommy Hilfiger was replaced by Adidas for the Mercedes-AMG kit deal, signed with Cadillac's to outfit their new grid entry, and dressed a fictional team that was central to the blockbuster F1 movie. We read every Tommy Hilfiger social post from the last 27 months to work out whether that was a retreat or a repositioning.
Three questions the data can actually answer.
Tommy-linked posts as a share of that team’s total Formula 1 conversation over the same window. Adidas at Mercedes is shown as the benchmark Tommy declined to match.
Volume tells you which partnership worked. The entity clusters underneath tell you why — and they are three completely different conversations. Each driver below is shown with the post that carries it.
Lewis Hamilton, his Met Gala origin story with Tommy, and his personal fashion week presence dominate every entity cluster. Remove him and there is almost no Mercedes conversation left.
The posts that travel are wardrobe posts — Hamilton and George Russell swapping outfits, who-wore-it-better framing. Race weekends barely register.
#LewisHamilton and #GeorgeRussell swapping styles — who wore it better?
— TommyHilfiger View post on X →
The June 2024 designer collaboration drove the partnership's best run, peaking at 3,890 posts in August 2024. Nothing after it came close.
Sergio Pérez, Valtteri Bottas and Zhou Guanyu appear across the top terms alongside the CT5-V Blackwing hot-lap content, and Mexico is now the second-largest market. This is motorsport conversation, not lookbook conversation.
The February 2026 collection launch is the single biggest month, and the cluster includes unprompted fan posts about the merchandise rather than brand-owned campaign copy.
“Tommy Hilfiger and Cadillac have unveiled their first fanwear collection.”
View on Reddit →Tommy is cited as Cadillac's first major partner — an ownership position it could never occupy at Mercedes, and the reason its share of the conversation runs so far ahead of its spend.
The film's lead actor is the top term by a wide margin; the most-shared post is simply him wearing Tommy, framed as actor-and-designer both being part of the movie.
#TommyFamily, GeminiFourth and Pond Naravit run through the whole cluster, and geography confirms it: Thailand is APXGP's third market at 10% of located posts, against 0.5% for Mercedes. This was Tommy's ambassador network amplifying a film, not a film delivering a new audience.
Earned coverage came from entertainment press — Variety's premiere carpet, Highsnobiety on the fictional team's kit — rather than motorsport media.
Tate McRae at the #F1TheMovie premiere — carpet presented by @TommyHilfiger.
— Variety View post on X →
All three partnerships live on X — between 77% and 89% of every post — with news coverage a distant second and everything else a rounding error. The mix barely differs between them, which is itself the finding: none of these partnerships opened a new channel.
Where each partnership found its audience, from a sweep of 55 markets on Quid's exact-count index. Shares are of the located subset — roughly 42–45% of each partnership's posts carry a location — so read them as where a conversation skews, not as market sizing.
| United States | 29.3% | 2.1K | |
| United Kingdom | 25.7% | 1.8K | |
| Canada | 5.0% | 353 | |
| India | 4.1% | 287 | |
| South Africa | 3.9% | 276 |
| United States | 47.4% | 4.1K | |
| Mexico | 22.5% | 1.9K | |
| United Kingdom | 7.0% | 596 | |
| India | 2.5% | 213 | |
| Canada | 1.5% | 132 |
| United States | 57.2% | 3.7K | |
| United Kingdom | 11.5% | 738 | |
| Thailand | 10.4% | 667 | |
| Brazil | 1.9% | 122 | |
| India | 1.9% | 119 |
The five things worth understanding before the next renewal comes up.
Hamilton and Hilfiger first met at the Met Gala — that is how the partnership grew.
— simsgazette View post on X →
“The APXGP Collection by Tommy Hilfiger. #F1TheMovie”
View on Instagram →Every claim above traces to a real post. X is 77–89% of the corpus so it leads the set, but the citations deliberately span Instagram, Reddit, TikTok and Facebook too, because the most telling material — the brand's own campaign posts and the unprompted fan debate — is not all in one place.