They jumped at the chance. Starting in 1991, the familiar red, white and blue and the Tommy Hilfiger flag adorned Lotus’ F1 cars and uniforms alongside the team’s colors and other sponsors.

Hurup Larsen, who will race in a suit and a car sporting Hilfiger’s signature red, white and blue branding, says she is “deeply honored” to fly the Hilfiger flag. “Having this support at ...