Tommy Hilfiger, which is owned by PVH Corp., announces that it will sponsor the 2020 Hahnenkamm Ski Races in Kitzbühel, Austria. The globally recognized, premium lifestyle brand’s Official Fashion Partnership will launch in time for the Hahnenkamm Ski Races’ 80th anniversary.
“I have always loved collaborating with inspiring sporting events and athletes,” said Tommy Hilfiger. “The drive, dedication and passion embodied by sports remains at the core of our brand heritage. Knowing that the annual Hahnenkamm Ski Races represent the same values, I’m excited to have the great sport of skiing further etched into our brand history through this partnership.”
TOMMY HILFIGER has also collaborated with French brand Rossignol, a world leader in winter sports, on three premium winter collections featuring technical functionalities for varsity-inspired designs. The latest TommyXRossignol capsule collection for men and women will be on display at the 2020 Hahnenkamm Races.
“Our partnership with the Hahnenkamm Ski Races is a celebration of our shared commitment to excellence in sportsmanship, and bringing people together to celebrate athletic achievements in style,” said Daniel Grieder, CEO Tommy Hilfiger Global and PVH Europe. “We take pride in collaborating with best-in-class events, and featuring one of the most exhilarating downhill slopes in the world, the Hahnenkamm Ski Races truly represent this for winter sports. We look forward to bringing our TOMMY HILFIGER style both on and off the slopes as we continue to introduce our brand to new audiences.”
As the Official Fashion Partner, TOMMY HILFIGER will contribute to the event’s iconic social calendar, putting the brand’s unique twist on all three days with a diverse program of 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 red, white and blue logo. A TOMMY HILFIGER pop-up located at the race track’s Trade Village will showcase the TommyXRossignol collection, including a unique sweatshirt designed for the event, as well as a curated selection of Winter Pre-Spring 2020 TOMMY HILFIGER Sportswear styles for men and women. The TOMMY HILFIGER store in central Kitzbühel will feature a dedicated window celebrating the partnership with the Hahnenkamm Races and the TommyXRossignol capsule.
“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 KI TZ-R A CE-Club up to a new level. T OMM Y 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 Ski 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 over 80,000 guests per year.
The TOMMY HILFIGER brand heritage is closely linked to working with and embracing sports icons and events. In 2002, TOMMY HILFIGER became the official sponsor of the U.S. Freestyle Ski Team. In 2018, the brand announced that it formed a multi-year strategic partnership with six-time Formula OneTM 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 OneTM 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.