Tommy Hilfiger announced that British Formula One racing driver and four-time Formula One World Champion Lewis Hamilton will appear as the new global brand ambassador for its Menswear, Underwear and Swimwear, starting spring 2018.

The partnership reflects Tommy Hilfiger’s strategic commitment to build on its strong menswear heritage and further drive the global growth of its men’s business, bringing the next generation of fans to the brand, according to the company’s statement.

“I have always admired Lewis’ incredible endurance during the race, as well as his unique style off the track, which speak to the new generation of Tommy Guys,” said Tommy Hilfiger.

“He has built his incredible career as a racing driver with passion, dedication and extremely hard work – values that I embraced when founding my brand. We have a history with Formula One, and this partnership builds on our heritage of collaborations within the world of motor sport,” he added.

On the other hand, Lewis Hamilton said that Tommy’s designs inspire him to be bold in every outfit that he puts together outside of the racing track, expressing his creativity and eclectic style with confidence.

“I believe in the power of fashion and innovation to celebrate individuality and break conventions, like Tommy Hilfiger,” added Hamilton.