By Allison Watkinson
TLL Reporter
The US SailGP Team and fashion brand Tommy Hilfiger want to redefine the role of fashion in sailing, and the role of sailing in pop culture.
Tommy Hilfiger just announced the signing of a multi-year partnership with the United States Sail GP Team, and will be its Official Lifestyle Apparel Partner.
Founder Tommy Hilfiger himself, an avid sailor and sail racing fan, says he is approaching the partnership with an “ethos of disruption and innovation,” and wants to use this collaboration to push the boundaries of performance, design and the sailing culture.
“Since I was very young, I always loved the world of sailing and the nautical lifestyle, but SailGP is next level; it’s a whole new sport,” said Hilfiger. “By fusing intense racing and elite performance with international competition in iconic venues around the world, SailGP is making waves in adrenaline sport.”
In what Hilfiger says is the most exciting race on water, SailGP is renowned for its flying boats, record-breaking speeds and adrenaline-fueled races. There are 10 national teams in the SailGP global championship that race in exotic locations around the world, using identical hydrofoiling F50 catamarans, flying at speeds approaching 60 mph (100 kmh), which is a typical freeway speed for an automobile. Cars, however, don’t typically have to deal with high winds and eight-foot waves!
The U.S. SailGP Team partnership will launch globally at the Season 5 opening Sail Grand Prix in November 2024, as the circuit brings world-class athletes from rival national teams to legendary global locations. Previous seasons have included races from Sydney to Saint Tropez and New York.
“Mike Buckley and the U.S. SailGP team have a unique vision to create a story and an impact that goes well beyond sporting competitions,” Hilfiger says. “I am so inspired by their grit, determination and innovation, and together we have the opportunity to disrupt sailing and bring something new to fans globally.”
Sailing has been part of the Tommy Hilfiger brand since Hilfiger first designed the iconic flag logo around the nautical alphabet for his initials—T, J and H—Thomas Jacob Hilfiger.
Long inspired by an obsession with sports uniforms and design codes, Tommy Hilfiger got on board with competitive sailing in 2003, sponsoring American sailor Brad Van Liew in the Around Alone yacht race. In 2006, the Hilfiger Sailing team took home overall victory for the first Volvo Extreme 40 Grand Prix.
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It also doesn’t hurt that Tommy Hilfiger is one of the world’s most successful fashion brands. Global retail sales of Tommy Hilfiger products were $9 billion in 2023 and the brand is powered by more than 16,000 associates worldwide, selling through more than 2,000 retail stores in more than 100 countries.
The brand also has the oomph of PVH Corp. behind it, which acquired Tommy Hilfiger in 2010, and which also owns other top fashion brands like Calvin Klein.
The US SailGP CEO Mike Buckley says Hilfiger’s personal involvement in the sport makes his brand the perfect partner.
“I’ve long been in awe of how Tommy Hilfiger has defined fashion in sports, so this partnership is a literal dream come true,” said Mike Buckley, U.S. SailGP Team CEO. “Tommy Hilfiger blends the world of style and athleticism like no other, and I get goosebumps when thinking about how we’re going to shake up the world of sailing.”
Having collaborated with sailing teams and athletes since the early 2000s, Tommy Hilfiger continues to pioneer in sports sponsorship by supporting the breakthrough platform of SailGP – both on the water and onshore.
The US SailGP’s F50 foiling catamarans will feature the Tommy Hilfiger logo on each side of the boat, as well as team uniforms, and the partners will also be issuing capsule collections.
Celebrities and special guests will be invited to exclusive partnership activations, such as riding with the team to experience the exhilarating reality of high adrenaline sailing during ‘6th Person Sailor’ moments, while VIPs will enjoy the highest standard of hospitality in the Adrenaline Lounge.
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