Sep 14, 2018 | By WGSN Insider
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Tommy Hilfiger has named Formula One World Champion Lewis Hamilton as its global brand ambassador for menswear, confirming rumours that have been swirling around Hamilton and the brand for some months.
He will front the complete selection of Hilfiger’s menswear labels, including its intimates and swimwear, with the deal following on from the company’s link-up with the Mercedes F1 team of which Hamilton is the star driver.
“I have always admired Lewis’ incredible endurance during the race, as well as his unique style off the track, which speak to the new generation of Tommy Guys,” said Tommy Hilfiger. “He has built his incredible career as a racing driver with passion, dedication and extremely hard work – values that I embraced when founding my brand. We have a history with Formula One, and this partnership builds on our heritage of collaborations within the world of motor sport.”
He features in the spring 2018 ad campaign, photographed by Mikael Jansson.
The company, whose highest-profile signing previously was its multi-year deal with Gigi Hadid, said that the move is part of its “strategic commitment to build on its strong menswear heritage and further drive the global growth of its men’s business, bringing the next generation of fans to the brand.”
The integrated men’s campaign was shot at the Pocono Raceway, also known as the Tricky Triangle, in Pennsylvania, and will be used globally. It features exclusive video teasers, print, online, and out of home media placements, and will be supported by unique consumer activations “that continue to bring the brand’s unique perspective on pop culture to life around the world”.
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