PVH(US:PVH) Retail Times·2026-01-08 10:53Core Insights - Liverpool FC has announced a new global partnership with American fashion brand TOMMY HILFIGER, marking a significant collaboration between two cultural icons aimed at presenting a modern style vision for football [1] Partnership Overview - The partnership will feature TOMMY HILFIGER's style across Liverpool FC, with the brand's modern American classics showcased during campaigns and select match days [1] - The collaboration will involve both men's and women's squads, as well as key backroom staff, and will be highlighted during important moments of the season [2] Campaign Details - Seasonal campaigns, exclusive capsules, and cultural moments will merge New York prep heritage with the spirit of Anfield, featuring prominent players from both the men's and women's teams [3] - The partnership will include specially curated TOMMY HILFIGER collections, such as iconic essentials, timeless denim, and co-branded club capsules [4] Statements from Key Figures - Virgil van Dijk, Liverpool FC captain, expressed excitement about the partnership, emphasizing the blend of fashion, culture, and heritage [4] - Ben Latty, chief commercial officer at Liverpool FC, highlighted TOMMY HILFIGER as an iconic name in global fashion and expressed delight in their entry into club football [5] - Tommy Hilfiger noted the partnership's natural fit due to its connection to innovative style and community, and expressed enthusiasm for working with Liverpool FC [6] Unique Aspects of the Partnership - The partnership was announced with the largest Tommy flag ever produced, measuring 101 x 65.59 meters, which was donated to the Silly Goose Foundation [7] - This collaboration represents TOMMY HILFIGER's debut in club football, aiming to set a new standard for sports partnerships [7]