For the first time since 2005, Tommy Hilfiger will return to the football pitch as formalwear partner for the Premier League’s Liverpool FC.
The brand agreed to a multi-year contract to dress LFC’s men’s and women’s teams for years to come. Hilfiger will produce a series of capsules and seasonal campaigns featuring Liverpool’s star talent, including men’s captain Virgil van Dijk, Dominik Szoboszlai, women’s stars Gemma Bonner, Leanne Kiernan and more. The brand will run ongoing activations and ads throughout the season for the team’s biggest moments.
This isn’t the first time the Hilfiger brand has worked in sports as a formalwear partner. It previously partnered with Arsenal in 2005 to dress the football club for its FA Cup Final appearance. The club has also entered into partnerships with star footballers, including Thierry Henry and, more recently, Sergio Ramos. Unlike the brand’s previous partnership with Arsenal, this new deal with Liverpool extends far beyond a single match.
This latest deal with Liverpool is arguably the Hilfiger brand’s highest-profile partnership in the sports space. entering the sports space. It comes on the back of the brand’s partnership with Formula One’s new Cadillac team — a sport Hilfiger has a deep history with. Prior to that, Tommy Hilfiger launched a partnership with the U.S. SailGP team in 2024 as its official lifestyle partner.
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