Tommy Hilfiger signs global partnership with Liverpool FC
The PVH-owned fashion brand’s first move into club football will see players and backroom staff wear its clothing for campaigns and selected match days.
Tommy Hilfiger has agreed a global partnership with Liverpool FC covering both the men’s and women’s teams.
Players and senior backroom staff will wear the brand’s clothing in campaigns and on selected match days.
Tommy Hilfiger said: “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.”
The brand, owned by PVH Corp, will run seasonal campaigns, exclusive capsule collections and “cultural moments” that aim to combine “New York prep heritage together with the spirit of Anfield.”
Liverpool captain Virgil van Dijk said: “It’s great to see our LFC club partnership with Tommy Hilfiger go live. We as players are excited to see the collaboration come to life, bringing together fashion, culture and heritage.”
The deal was launched by unfurling the biggest Tommy flag ever made (101×65.59cm) across the Anfield pitch. The fabric has since been given to the Silly Goose Foundation, set up by Reagan, a lifelong Liverpool fan who was born with Down syndrome and inspires others through her love of textiles, art and design.
Ben Latty, chief commercial officer at Liverpool FC, said: “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.”
The club has worked with fashion brands before, marketing LeBron James’ line in 2023.
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