Tommy Hilfiger continues to drive growth through fashion-tainment

American fashion and lifestyle brand Tommy Hilfiger_ known for its preppy “American cool” aesthetic_ is continuing to drive forward with its fashion-tainment strategy_ combining sports_ fashion and entertainment_ by adding NFL star Travis Kelce to its roster as it looks to target the growing pre-game tunnel walk.

Tommy Hilfiger has a 40-year legacy of partnering with athletes_ teams_ and events across motorsport_ football (soccer)_ sailing_ golf_ and snow sports_ as well as TV and movie stars_ including F1 legend Lewis Hamilton_ tennis champion Rafael Nadal_ actress Zendaya_ actor Damson Idris_ and even Liverpool Football Club.

In a statement_ the brand_ owned by part of PVH Corp._ said that Kelce_ the Kansas City Chiefs tight end and three-time Super Bowl champion_ and fiancé to pop sensation Taylor Swift_ known for his bold game-day looks_ was a “defining voice of his generation_” and would be working with the brand as a global ambassador as well as a creative collaborator.

“Travis Kelce is one of the most magnetic figures in sport and culture today_” said Tommy Hilfiger. “He is at the forefront of a new generation of athletes expressing themselves through style_ with a down-to-earth quality that people immediately connect with. I_m excited to see how he brings his fearless_ fun-loving and bold take on _Prep Made Current_ to fans around the world.”

The collaboration_ which will begin in the autumn_ is much more than just a face of a campaign; it is a multi-season partnership_ which will see Kelce starring in campaigns_ as well as co-designing menswear and accessories that will reimagine and elevate Tommy icons.

Tommy Hilfiger to tap into the “tunnel-walk” effect with Travis Kelce partnership

This isn_t Kelce_s first foray into fashion_ the NFL star has his own sportswear and lifestyle brand Tru Kolors_ founded in 2019_ rooted in the “joy of dressing for the moment; from golden hours_ to game days and to courtside nights_” which fuses varsity nostalgia with streetstyle apparel with T-shirts_ jackets_ crewnecks_ joggers_ and accessories. Kelce_s brand also launched a limited-edition collection with retailer American Eagle last summer.

No details have been revealed about what Kelce_s collection with Tommy Hilfiger will look like_ just that he will be “refreshing _Prep Made Current_ through his vibrant lens_” drawing from his “bold_ personal point of view_” which he brings to the tunnel-walk and red carpet.

Commenting on the collaboration_ Kelce added: “I_ve long admired Tommy Hilfiger as an iconic American brand. Ever since high school_ when I used to ask my mom to buy Sailing Gear jackets_ I_ve been drawn towards the brand_s confident style and_ over the years_ have respected its ability to be classic and consistent while still evolving.

“Getting to work with Tommy and put my own twist on timeless pieces_ in a way that feels original for today_ is a dream come true.”

It is a clever move from Tommy Hilfiger to add Kelce to its growing roster of collaborators_ as he helps align the brand with the NFL_ which is increasingly integrating fashion and retail activations_ as seen at the Super Bowl in February_ which included fashion shows_ designer collaborations and sustainability workshops. A partnership with the NFL itself isn_t currently possible_ as US retailer Abercrombie & Fitch signed a multi-year deal last August to become the league_s official fashion partner_ but with Kelce_ they add themselves into the NFL landscape_ as well as being in close proximity to Taylor Swift and her influence.

Travis Kelce to co-design his own collection with Tommy Hilfiger

Tommy Hilfiger_s fashion-tainment strategy is working_ as the fashion and lifestyle brand reported that its revenue increased by 3.9 percent to 4.77 billion US dollars in its most recent financial year_ which ended on February 1.

Kelce joining the brand follows several sports tie-ups in recent years_ including a landmark partnership with Liverpool FC_ as the football club_s official global partner. The deal sees Tommy Hilfiger dressing Liverpool FC_s men_s and women_s players to evolve the tunnel walk in the Premier League_ including bespoke head-to-toe looks for players and key backroom staff_ as well as the club showcasing curated Tommy Hilfiger collections_ including the brand_s apparel_ denim_ accessories_ and footwear across campaigns and select match days.

Tommy Hilfiger also strengthened its ties with Formula 1 with a multi-year apparel and lifestyle sponsorship deal with Cadillac_ the new Formula 1 team backed by TWG Motorsports and General Motors_ which joined the grid this season_ after it previously had ties to Mercedes-AMG F1 and collaborated with F1 driver Lewis Hamilton.

As official apparel partners_ the Cadillac F1 team kits feature Tommy Hilfiger's signature design and iconography_ with the designer fashion brand_s logo displayed on the car_ driver suits and helmets. The brand also launched a fanwear collection in February with pieces mirroring the official team kit_ including driver caps_ T-shirts and polos.

Tommy Hilfiger_ which states the collaboration with Cadillac F1 will set “a new standard for lifestyle partnerships in the sport_” will also include city-inspired race specials that capture the energy of Miami_ Austin_ and Las Vegas_ built around themes of heritage and character_ highlighting the team_s identity_ race locations_ and drivers.

The brand also stepped into the world of basketball in February 2025 with a new collaboration with sports lifestyle brand _47_ celebrating five National Basketball Association (NBA) teams_ the Boston Celtics_ Chicago Bulls_ Los Angeles Lakers_ Miami Heat and New York Knicks.