Tommy Hilfiger tapped British Formula One champion Lewis Hamilton as its new global menswear ambassador. The 62-time Grand Prix winner shared the announcement via Instagram, teasing photos from his forthcoming first campaign.

The brand brought on Hamilton to help build up its “strong menswear heritage.”

“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,” Hilfiger said in a statement. “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.”

The partnership follows another high profile collaboration Hilfiger launched with Gigi Hadid in 2016. The brand also grabbed The Chainsmokers last fall to star in a menswear campaign, joining the ranks of other musicians including TLC, Gwen Stefani, and more who have served as inspiration for the brand. “I believe in the power of fashion and innovation to celebrate individuality and break conventions, like Tommy Hilfiger,” Hamilton said in a statement to British GQ. “Tommy’s designs inspire me to be bold in every outfit that I put together outside of the racing track, expressing my creativity and eclectic style with confidence.”

Hamilton's first Hilfiger campaign shot at the Pocono Raceway will debut this spring.