The US premium fashion and lifestyle brand Tommy Hilfiger is entering football. The brand has been named the official global partner of English Premier League team Liverpool FC. Together they want to present a new “modern expression of the club wardrobe”.
This is Tommy Hilfiger’s first partnership with a football club. The preppy-style brand will work with players from Liverpool FC’s men’s and women’s teams throughout the season. The cooperation includes tailor-made complete looks for the players and important members of the support staff.
As part of the agreement, Liverpool FC will showcase curated collections from Tommy Hilfiger. This includes the brand’s clothing, denim, accessories and shoes. These are shown in campaigns, on selected match days and in seasonal storytelling. The aim is to “combine New York’s preppy heritage with the spirit of Anfield”. There will also be co-branded capsule collections from the club
Tommy Hilfiger commented on the collaboration in a statement: “Throughout my career I have been inspired by sporting icons, stories and uniforms. I am drawn to teams with a deep fan tradition and values-based storytelling. Liverpool Football Club has a unique history shaped by its people – their faith, resilience and pride.”
Tommy Hilfiger announces global partnership with Liverpool FC
The collaboration begins with Tommy Hilfiger dressing key members of the Liverpool FC team. These include captain Virgil van Dijk, Dominik Szoboszlai, Florian Wirtz, Conor Bradley and Hugo Ekitike. The stars of the Liverpool FC women’s team, Gemma Bonner and Leanne Kiernan, are also there.
“Tommy Hilfiger is a truly iconic name in global fashion. We are delighted to be working with them as they venture into the world of club football for the first time,” said Ben Latty, Chief Commercial Officer (CCO) at Liverpool FC. “With a long-standing connection to innovative style and a deep-rooted sense of community, this partnership is a perfect fit. This unique collaboration allows us to explore a different side of matchday and the moments around it, while offering fans another point of connection to the people who represent this great club.”
To celebrate the partnership, the largest ‘Tommy’ flag ever produced was unfurled on the hallowed turf of Anfield. It showed the co-branded logo. To ensure the flag gets a second life, the brand donated the fabric to the Silly Goose Foundation. This was founded by Reagan, an LFC Foundation participant and lifelong Reds fan. The fabric is made into themed pieces that are auctioned off to raise funds for the charity.
Throughout its 40-year history, Tommy Hilfiger has built a legacy in the world of sports. The brand partnered with teams, athletes and events across various sports. These include Formula One, sailing, golf, snow sports and tennis. The Cadillac Formula 1 Team and the US SailGP Team were sponsored, among others. The brand also worked with stars such as Thierry Henry, Rafael Nadal and Lewis Hamilton.
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