Liverpool X Tommy Hilfiger
There’s been a lot written recently about the growing overlap between football and fashion, but one partnership announced last week with Tommy Hilfiger and Liverpool FC feels worth discussing. On paper, it’s a familiar setup, a global brand partnering with a global club but what’s interesting here isn’t that it happened, it’s what it says about how football clubs see themselves, and how they want to show up beyond the pitch.
When I think about how clubs build their brands today, I tend to come back to three things I heard years ago at a sports conference: culture, community, and content. Culture is the foundation – a club’s heritage, values, and identity. Community is the people it serves, from local supporters to a global fanbase. Content is how those two things are expressed and shared, on and off the pitch.
Viewed through that lens, the Tommy Hilfiger partnership starts to make more sense.
