Tommy Hilfiger has agreed a new global partnership with Liverpool FC.
The deal, which is across its men’s and women’s teams, will see the brand’s clothing worn across campaigns and selected match days by players and key backroom staff.
“For my entire career I’ve been inspired by sports icons, stories and uniforms,” said Tommy Hilfiger.
“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 fashion brand is part of PVH Corp and it will be involved in a series of seasonal campaigns, exclusive capsules and “cultural moments” as it seeks to bring “New York prep heritage together with the spirit of Anfield.”
“It’s great to see our LFC club partnership with Tommy Hilfiger go live,” added Virgil van Dijk, Liverpool FC captain.
“We as players are excited to see the collaboration come to life, bringing together fashion, culture and heritage.”
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The partnership was announced with the largest Tommy flag ever produced (101×65.59cm) which was unfurled across the Anfield pitch. The fabric has now been donated to the Silly Goose Foundation, set up by Reagan, a lifelong Reds fan, who was born with Down syndrome and inspires people through her passion for textiles, art and design.
“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,” said Ben Latty, Chief Commercial Officer at Liverpool FC.
“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.”
It’s not the first time the club has venture into fashion links, having marketed LeBron James’ line back in 2023.