On March 30, American global lifestyle brand Tommy Hilfiger announced that it has appointed Travis Kelce—one of the most prominent figures in both professional football and pop culture—as its Global Brand Ambassador and Creative Collaborator.
The partnership is set to launch in Fall 2026 and will span multiple seasons through Spring 2027. Centered around the brand’s philosophy, F.A.M.E.S (Fashion, Art, Music, Entertainment, Sport), Kelce will be involved in the development of menswear and accessories under the concept of “Prep Made Current”—a modern reinterpretation of classic preppy style.
This collaboration builds on Tommy Hilfiger’s longstanding legacy of co-creation with cultural icons. By bridging music, sport, and fashion, the brand has continuously expanded its universe alongside individuals who define their era. In this context, the partnership with Kelce marks a natural continuation of that trajectory.
Tommy Hilfiger commented: “Travis Kelce is one of the most magnetic figures in sport and culture today. He is at the forefront of a new generation of athletes expressing themselves through style, with a down-to-earth quality that people immediately connect with. I’m excited to see how he brings his fearless, fun-loving and bold take on Prep Made Current to fans around the world.”
Kelce’s influence today extends far beyond the football field. His game-day arrivals have become widely recognized in fashion circles, helping define the “tunnel walk” as a new cultural moment where personal style takes center stage. Through television appearances and media engagements, he has also established himself as a crossover figure whose impact reaches well beyond sports.
In addition, Kelce has expanded his activities into various fields, including producing and hosting. Notably, he co-created the podcast “New Heights” with his brother Jason Kelce. At the same time, he continues to maintain elite performance throughout his 14-year NFL career.
Speaking on the collaboration, Kelce said: “I’ve long admired TOMMY HILFIGER as an iconic American brand. Ever since high school, when I used to ask my mom to buy Sailing Gear jackets, I’ve been drawn towards the brand’s confident style and over the years have respected its ability to be classic and consistent while still evolving. Getting to work with Tommy and put my own twist on timeless pieces, in a way that feels original for today, is a dream come true.”
Tommy Hilfiger has previously collaborated with a wide range of leading figures across industries, including Rafael Nadal, Gigi Hadid, Lewis Hamilton, Zendaya, and Damson Idris. With Kelce joining this lineage, the brand’s cross-cultural creative vision enters a new phase.
Within the “New York–inspired world” envisioned by Tommy Hilfiger, attention now turns to how Kelce will shape and express this narrative. Both fashion and sports audiences alike are watching closely as the story begins to unfold.
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