Tommy Hilfiger is living life in the fast lane. Growing up near Watkins Glen, New York—the original home of the US Grand Prix—the Palm Beach resident developed an early fascination with motorsports, even jumping the fence after races to meet the drivers in the pits.

One of the first fashion brands to collaborate with Formula 1, Hilfiger has sponsored F1 teams since the ’90s, first becoming the official clothing sponsor for Team Lotus in 1991 and later Ferrari in 1998. (His archival pieces with Ferrari from the time are widely sought-after.) Since 2018, Hilfiger has sponsored Mercedes-AMG, designing the official team kit, dressing the team and drivers—like Lewis Hamilton—for events, and releasing capsule collections.

This year, Hilfiger is partnering with New York–based streetwear label Awake NY to launch a collaboration featuring baggy baseball jerseys, nostalgic rugby shirts, and graphic tees. “It’s about community—bringing people to Miami to experience the sound, speed and energy of one of the most awe-inspiring sports events in the world,” says Hilfiger.And it’s about culture—clashing racing with cutting-edge streetwear to create something truly new.”

As the weekend’s festivities kick off in Miami, Hilfiger will also be hosting BIPOC creatives to attend the race through his People’s Place initiative, which gives opportunities to underrepresented communities in the creative industry.