On January 8, American fashion brand Tommy Hilfiger announced a new global partnership with English Premier League football club Liverpool Football Club (LFC). While Tommy Hilfiger has collaborated across a wide range of sports over the years, this marks the brand’s first official partnership with a professional football club.
The partnership aims to bridge football and fashion—two distinct cultural spheres—while presenting a new vision of style for the next era of the game. Rooted in modern American classics, Tommy Hilfiger’s aesthetic will be expressed through LFC’s official campaigns and on select matchdays, contributing to a new dimension of the club’s visual identity.
A Comprehensive Collaboration Across Men’s and Women’s Teams
The collaboration spans the men’s first team, the women’s team, and key backroom staff, forming a comprehensive, club-wide initiative. Throughout the season, it will be activated across symbolic moments such as matchday arrivals and global campaigns.
Announcement visuals feature men’s first-team captain Virgil van Dijk alongside Dominik Szoboszlai, Florian Wirtz, Conor Bradley, and Hugo Ekitike. Representing LFC Women are Gemma Bonner and Leanne Kiernan. Together, they embody a modern expression of individuality, confidence, and style that defines the partnership.
Speaking about the collaboration, 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.”
Ben Latty, LFC’s Chief Commercial Officer, commented: “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.”
Tommy Hilfiger himself also shared his perspective on the partnership: “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 fan base to dream through their uncompromising pursuit of greatness.”
A Symbolic Reveal at Anfield
To mark the announcement, the partnership was unveiled through a symbolic display at Anfield, where the largest Tommy Hilfiger flag ever produced was unfurled across the pitch. Measuring 101 × 65.59 meters and featuring a co-branded logo, the installation visually underscored the shared legacy and forward-looking ambition of both the club and the brand.
The fabric used for the flag was donated by Tommy Hilfiger to the Silly Goose Foundation, a charitable organization founded by Reagan, an LFC Foundation participant and lifelong Liverpool FC supporter.
Born with Down syndrome, Reagan has inspired many through her passion for textiles, art, and design. She is known for creating LFC-themed pieces that she sews herself and auctions for charity. The donation highlights the partnership’s connection to creativity, inclusivity, and community engagement. A special club-produced film celebrating Reagan’s story has also been released, reinforcing that the collaboration extends beyond commercial objectives.
Exclusive Collections Rolling Out Throughout the Season
As the partnership develops, a series of seasonal campaigns and exclusive capsule collections will be launched. These will include Tommy Hilfiger’s iconic essentials, timeless denim, the “New York” dress-casual collection, refined accessories and footwear, as well as co-branded capsules created specifically with LFC.
Through this world-first partnership in club football, Liverpool FC and Tommy Hilfiger set out to redefine the relationship between sport, fashion, and cultural storytelling—establishing a new benchmark for how global clubs and lifestyle brands collaborate.
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