New Fashion Partner - Tommy Hilfiger
“The exciting partnership with the Hahnenkamm Races is a celebration of our shared commitment to excellence in sportsmanship, and bringing people from around the world together to celebrate athletic achievements,” said Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe. “We take pride in sponsoring best-in-class events, and the Hahnenkamm Races is the embodiment of this in winter sports. We look forward to bringing our TOMMY HILFIGER style to the slopes as we continue to introduce our brand to new audiences.”
Every season, hundreds of celebrities, influencers and VIPs celebrate the Hahnenkamm Races and its winners with a grand dinner, after parties and A-list performances. In past years, Ellie Goulding and Seal have taken the stage. Under the three-year Official Fashsion Partnership, TOMMY HILFIGER will contribute to the event’s iconic social calendar, putting their unique, TOMMY HILFIGER twist on all three days with a program of unique activations and events. Adding a bold TOMMY HILFIGER touch to the slopes, all racing flags along the famous downhill race will feature the brand’s iconic look.
“Here, two brands fit together perfectly,” said Philipp Radel, CEO of the sports business agency, WWP-Group, the exclusive marketing force behind the Hahnenkamm Races. “Every year, it is our goal to take the fascination of the Streif and the ensuing get-together of sports businesses and celebrities at the KITZ-RACE-Club up to a new level. TOMMY HILFIGER is a trailblazer in the fashion industry, shaping it to a significant degree. We are proud to be able to welcome TOMMY HILFIGER into our team!”
The Hahnenkamm Races are considered the highlight of alpine skiing and pinnacle of winter sportsmanship. The races began in 1930 and have been part of the FIS Ski World Cup since 1967. The legendary competition is famously known as home to “The Streif,” one of the world’s most exciting runs, with its piste reaching a downhill angle of 85%, 80-meter jumps and speeds of up to 140 kilometers per hour. The annual event’s intense attraction and high-energy reputation draws approximately 82,000 guests per year.
“I have always loved collaborating with the world’s most inspiring sporting events and athletes,” said Mr. Tommy Hilfiger, Principal Designer at Tommy Hilfiger Global. “The drive, dedication and passion embodied by sports remain at the core of our brand heritage. Knowing that the annual Hahnenkamm Races represents and shares the same values, I’m excited to have the great sport of skiing further etched into our brand history through this partnership.”
The TOMMY HILFIGER brand heritage is closely linked to working with and embracing sports icons and events. In 2018, the brand announced it had formed a multi-year strategic partnership with six-time Formula One World Champions Mercedes-AMG Petronas Motorsport, becoming their Official Apparel Partner starting in the 2018 season. Tommy Hilfiger’s history with Formula One began with the sponsorship of the Lotus team between 1991 and 1994. In 1998, TOMMY HILFIGER became the first non-automotive brand to sponsor Ferrari, with the iconic American designer creating the uniforms for the team, which included seven-time Formula One World Champion Michael Schumacher and British racing driver Eddie Irvine. In recent years, Tommy
Hilfiger established inspiring sports partnerships with six-time FIA Formula OneTM World Drivers’ Champion, Lewis Hamilton, and international tennis champion, Rafael Nadal. The brand also collaborates with the French brand, Rossignol, world leader in winter sports, on three premium winter collections featuring technical functionalities for varsity-inspired designs. The latest TommyXRossignol capsule will be on display at the 2020 Hahnenkamm Races.