Yuki Tsunoda, the rising star of Formula 1, has been named as the new Global Brand Ambassador for HexClad, a kitchenware brand renowned for its innovative cooking technologies. Announced on August 26, 2025, this partnership aims to bridge the worlds of high-speed racing and culinary excellence through a unique campaign titled “High Performance Cookware.”
The collaboration pairs Tsunoda with celebrity chef Gordon Ramsay, who is already a prominent figure within the HexClad brand. The campaign creatively showcases the precision required in both racing and cooking, demonstrating how elite tools enhance performance in each field. Tsunoda, known for his adventurous driving style, has a deep passion for cooking and has long aspired to be a chef.
In a playful twist, the campaign features Tsunoda in the kitchen while Ramsay teases his own driving skills. This approach highlights the importance of having the right tools to unlock potential, whether on the track or in the kitchen. Tsunoda expressed his enthusiasm about the partnership, stating, “Food and cooking are a huge part of my life, and I love spending time in the kitchen. 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.”
Tsunoda joins a growing roster of HexClad ambassadors, including Ramsay, who trust the brand’s patented hybrid cookware for its superior durability and performance. Throughout the 2025 F1 season, Tsunoda will feature in global campaign content emphasizing how HexClad enhances his life beyond racing. Additionally, he will display the HexClad logo on his race helmet during one of the races this season.
According to Daniel Winer, Co-Founder and CEO of HexClad, Tsunoda’s mindset aligns perfectly with the brand’s ethos. “Yuki is an incredible athlete, but what makes him perfect for HexClad is his mindset. He’s passionate, precise, and all in,” Winer noted. “We built this brand for people who want the best tools to push themselves, whether they’re cooking dinner or chasing a championship.”
This announcement comes as HexClad experiences significant growth and expands its global reach, continuously redefining the kitchenware market with performance-driven cooking tools. With Tsunoda on board, the brand strengthens its influence in both the culinary industry and the international sports arena.
The campaign, conceptualized by HexClad and produced by KODE Media under the direction of Cannes-winning commercial director Peter Franklyn Banks, is set to launch across multiple platforms, including broadcast, digital, and social media, in the fall of 2025. The strategy will span various markets, including the United States, United Kingdom, and Japan.
To learn more about HexClad and its innovative kitchenware, visit www.hexclad.com. Founded in 2016, HexClad has redefined modern cooking tools with its patented hybrid technology, which combines stainless steel with nonstick features for unmatched performance and ease of use. The brand has garnered a passionate following and was named to the Inc. 5000 list of the fastest-growing private companies in America for the years 2023-2025.
