Liverpool FC names Tommy Hilfiger as official global partner
American premium fashion and lifestyle brand Tommy Hilfiger is getting into football (soccer)_ after being named the official global partner for English Premier League team Liverpool FC to showcase a new “modern expression of club dressing”.
The move marks Tommy Hilfiger_s first football club partnership and will see the preppy American brand collaborating with Liverpool FC_s men_s and women_s players throughout the season_ including bespoke head-to-toe looks for players and key backroom staff.
As part of the deal_ Liverpool FC will showcase curated Tommy Hilfiger collections_ including the brand_s apparel_ denim_ accessories_ and footwear across campaigns_ select match days_ and seasonal storytelling_ designed to “bring New York prep heritage together with the spirit of Anfield”.
There will also be co-branded club capsule collections_ the American fashion brand added.
Commenting on the collaboration_ Tommy Hilfiger said in a statement: “For my entire career_ I_ve been inspired by sports icons_ stories_ and uniforms. I am drawn to teams with deep fan heritage and value-driven storytelling_ and Liverpool Football Club has an unmatched history shaped by its people - their belief_ resilience_ and pride.
“I_m excited to work with the players and club staff who inspire a global fanbase to dream through their uncompromising pursuit of greatness.”
Tommy Hilfiger unveils global partnership with Liverpool FC
The collaboration kicks off with Tommy Hilfiger styling key members of the Liverpool FC team_ including captain Virgil van Dijk_ Dominik Szoboszlai_ Florian Wirtz_ Conor Bradley_ and Hugo Ekitike_ as well as Liverpool FC Women stars Gemma Bonner and Leanne Kiernan.
Ben Latty_ chief commercial officer at Liverpool FC_ added: “Tommy Hilfiger is a truly iconic name in global fashion_ and we_re absolutely delighted to partner with them as they venture into the world of club football for the first time.
“With a long-standing connection to innovative style_ and a deep-rooted sense of community_ this partnership is a natural fit. This unique collaboration allows us to explore a different side of matchday and the moments around it_ while giving supporters another connection point to the people who represent this great club.”
To celebrate the partnership_ the largest _Tommy_ flag ever produced was unfurled across the hallowed Anfield turf_ showcasing the co-branded logo. To ensure that the flag has another life_ the American brand has donated the fabric to the Silly Goose Foundation_ founded by Reagan_ an LFC Foundation participant and lifelong Reds fan_ to be repurposed into themed pieces that will be auctioned to raise funds for the charity.
Over its 40-year history_ Tommy Hilfiger has built a legacy across the world of sport_ partnering with teams_ athletes_ and events across competitive Formula 1_ sailing_ golf_ snow sports_ and tennis_ including sponsoring the Cadillac Formula 1 Team and the U.S. SailGP Team_ and working with stars such as Thierry Henry_ Rafael Nadal_ and Lewis Hamilton.