HexClad Names F1 Star Yuki Tsunoda as Global Brand Ambassador

HexClad, the performance-driven kitchenware brand celebrated by chefs and ambitious home cooks worldwide, has officially named Yuki Tsunoda, rising Formula 1 star with Red Bull Racing, as its new Global Brand Ambassador. The partnership launches a creative global campaign that connects the speed and precision of F1 racing with the artistry and technology of elite home cooking.

Racing Lines Meet Culinary Craft: A First for the Kitchen and Track

Tsunoda, known for his bold racing and effervescent personality, is not only an F1 ace, but he’s also a devout foodie and confessed aspiring chef. The Japanese driver is widely recognized in the F1 paddock for his food obsession, culinary social media posts, and on-camera demonstrations of home cooking, making him the perfect athlete to bridge professional sports and culinary performance.

Now, Tsunoda joins Gordon Ramsay, a 17-Michelin-starred chef and HexClad’s leading culinary ambassador, for the new global High Performance Cookware campaign. The creative concept features both icons “trading roles”, Tsunoda in the kitchen and Ramsay playfully teasing a turn behind the wheel, proving that performance in any field starts with passion and the right tools.

“Food and cooking are a huge part of my life, and I love spending time in the kitchen,” Tsunoda shared. “Partnering with HexClad felt like a natural fit. Their cookware makes the experience more enjoyable while giving me the tools to cook at a professional level”.

Why HexClad Chose Tsunoda, and Vice Versa

Tsunoda joins a growing, star-studded HexClad ambassador lineup. Gordon Ramsay himself is a minority investor in HexClad and a central creative partner; Ramsay praised Tsunoda for his precision and passion, adding,

“He understands that high performance starts with the right tools, whether you’re behind the wheel or behind the stove … He brings discipline, precision and passion into everything he does.”

Daniel Winer, HexClad’s Co-Founder and CEO, hailed Tsunoda’s “all-in” mindset:

“Yuki is an incredible athlete, but what makes him perfect for HexClad is his mindset. He’s passionate, precise, and all in. We built this brand for people who want the best tools to push themselves, whether they’re cooking dinner or chasing a championship”.

Beyond the Track: Campaign, Content, and Rollout

Tsunoda’s partnership with HexClad will see him appear in a global suite of campaign assets throughout the entire 2025 F1 season, highlighting scenes of him cooking and training off-track, showcasing how HexClad’s patented hybrid cookware enables the same drive for performance he brings to racing.

As part of the launch, Tsunoda will also wear the HexClad logo on his F1 helmet at a marquee event this season, bringing the brand into the global sports spotlight.

The campaign is produced by KODE Media and directed by Cannes-winning Peter Franklyn Banks, renowned for storytelling with a stylish, inventive edge. Spots will run globally on broadcast TV, digital, and social channels, supported by retail and PR strategies in the U.S., U.K., Japan, and more markets beginning in fall 2025.

A Brand at the Heart of Modern Culinary Innovation

HexClad is revered for its patented hybrid technology, fusing stainless steel, nonstick, and cast iron advantages into products with outstanding heat control, versatility, and durability. It’s a favorite of professional and home cooks alike, with high-profile fans ranging from Michelin-starred chefs to F1 stars. Since its 2016 founding, HexClad has driven category growth, earned spots on the Inc. 5000 fastest-growing companies, and garnered global recognition for empowering high-performance living, on and off the plate.

Where to Watch and Shop

• • Discover more about HexClad’s full cookware lineup and ambassador roster at hexclad.com

  • Catch campaign highlights and behind-the-scenes with Tsunoda and Ramsay on HexClad Instagram and official YouTube