Tommy Hilfiger stepped into the world of sports with it’s first ever club partnership, combining their classic American prep style with Liverpool FC’s Global Legacy.
Tommy Hilfiger’s strategic expansion into elite sports culture reflects a broader industry shift as fashion houses increasingly leverage sports collaborations to access younger global audiences.
Liverpool FC provides a global platform for the Tommy Hilfiger brand while the Liverpool men’s and women’s first team players, captains, and staff will be styled in curated Tommy Hilfiger apparel.
The clothing is not made to be worn during matches, but instead for match-day entrances, global campaigns, exclusive campaigns and seasonal storytelling that blend the American prep identity with the club’s heritage and culture.
Source: Fashion United
ABERCROMBIE & FITCH x NFL SUPER BOWL FASHION SHOW
The NFL has appointed Kyle Smith as it’s first fashion editor. His role is to elevate player style moments in culture.
Abercrombie & Fitch is now the NFL’s first Official Fashion Partner and will be integrating fashion within the league’s cultural narrative through licensed merchandise and events.
The NFL and Abercrombie will host an invite-only fashion show during the eve of the Super Bowl to bring in celebrities and fans that want to experience the game as a style moment.
In a broader industry context, athletes are becoming more influential in fashion organically and runways are turning to sports culture in the past year alone.
Example: Christian Louboutin’s SS26 “Loubi Show” completely transformed the runway into a football field with marching bands, cheerleaders, football players, and dancers.
Source: Vogue
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