Tommy Hilfiger has announced its first football club partnership, joining forces with Liverpool FC as Official Global Partner. The agreement marks a new phase for the brand’s relationship with sport, extending across men’s and women’s squads and unfolding through campaigns, match-day appearances, and seasonal storytelling.
As part of the collaboration, Liverpool FC will present curated Tommy Hilfiger collections across select match days and brand campaigns. The partnership includes seasonal wardrobes of core menswear pieces, denim, dress-casual styles from the New York collection, accessories, footwear, and co-branded club capsules. Players and key backroom staff will wear bespoke head-to-toe looks, integrating fashion into moments traditionally defined by sport alone.
The partnership activates across the season through visible, people-led narratives. Men’s first-team players including captain Virgil van Dijk, Dominik Szoboszlai, Florian Wirtz, Conor Bradley, and Hugo Ekitike take part in the announcement, alongside Liverpool FC Women players Gemma Bonner and Leanne Kiernan.
Tommy Hilfiger described the collaboration as a continuation of his long-standing interest in sport and the figures who define it. Throughout his career, uniforms, teams, and athletes have influenced how he approaches design and storytelling. He pointed to Liverpool FC as a club shaped by belief, resilience, and pride, qualities that resonate with his own creative outlook.
From the club’s perspective, the partnership introduces a new dimension to match-day culture. Virgil van Dijk welcomed the collaboration, noting the opportunity for players to see fashion and football intersect in a way that reflects their identities off the pitch. Ben Latty, chief commercial officer at Liverpool FC, emphasized the shared interest in innovation and community, framing the partnership as a way to explore how style can exist around match days and connect supporters more closely to the people representing the club.
The announcement arrived with a large-scale visual moment at Anfield, where the largest Tommy flag ever produced was unfurled across the pitch to reveal the co-branded logo. Following the reveal, the fabric was donated to the Silly Goose Foundation, founded by Reagan, a participant in the LFC Foundation and a lifelong supporter. The material will be repurposed into themed pieces and auctioned to raise funds for the charity, extending the partnership into a community-focused initiative.
Designed to reach players, staff, and supporters worldwide, the collaboration positions clothing as part of the club’s wider public image. The collections aim to reflect how players and teams present themselves before and after matches, during travel, and across media appearances, offering a cohesive visual language that sits alongside performance.
Tommy Hilfiger’s connection to sport has shaped his brand from its earliest years, driven by an interest in how athletes influence culture beyond competition. That perspective has guided past collaborations with figures such as Thierry Henry, Rafael Nadal, and Lewis Hamilton, and continues through current partnerships across motorsport and sailing.
Tommy Hilfiger and Liverpool FC outline a shared vision that places style within the rhythms of the football season. By integrating fashion into match days, campaigns, and club life, the collaboration opens a new space where sport, identity, and global culture meet.
