Tommy Hilfiger’s Post

'📣 On Running appoints Zendaya 🌟 as brand partner in multiyear deal. As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star 🚀👟 #OnRunning #Zendaya #SportsFashion #BrandPartnership' by Retail Dive about On

🤌🏻 What: F1 partnered with Puma to release its first F1 streetwear clothing collection, with a predominance of simplistic design and the F1 logo on garments. (Pic source: Motorsport.com) 🚀 What’s good (for me):  It follows the F1 rebranding strategy that started with the acquisition by Liberty Media back in 2016. It’s another step in growing and enlarging the audience, particularly among young people. It can contribute to building a real community of F1 fans regardless of the team they support, as never before. 🤷♂️What’s not (for me): Design: if the aim is to reach new and younger audiences, it should fulfill more of their expectations from brands, for example embracing the gender-neutral fashion reality. Partner: F1 has always been tied to luxury since the beginning as its sportive expression, like tennis or golf. Maybe it’s just a first step, but a partnership with a luxury and younger-oriented fashion brand could empower F1 rebranding. 💡Key Takeaway: Fashion has the innate power to contribute to evolving cultural and social shifts, now more than ever. The younger generation is embracing gender-fluid apparel: according to research by Klarna, '50% of Gen Z globally have purchased fashion outside of their gender identity, and 70% of shoppers said they're interested in buying gender-fluid fashion in the future, with younger generations leading the way.' (Source: Business of Fashion) What do you think about it? Leave me your comment here! 👇

Adidas at Mercedes-AMG Petronas in 2025, reports suggest. Adidas and Nike are not involved in Formula 1, but now reports, Daily Mail, say that Adidas have signed with Mercedes-AMG Petronas, a deal worth €10 million a year and starting in 2025. 👉 Puma will be replaced by Adidas. First reports suggested that Tommy Hilfiger would be replaced, but it seems Tommy Hilfiger will stay and Puma will leave. Tommy Hilfiger is a great Formula 1 story. The brand became a Formula 1 partner in 1991, 33 years ago 💪 I actually met, as a young researcher, Tommy Hilfiger in the Team Lotus motorhome at Spa, that famous first race for Michael Schumacher, in 1991. He sponsored the team and Mika Hakkinen and Alex Zanardi with customised racing suits. Probably also some cash, as Lotus was struggling with budget. I was told Tommy Hilfiger was an upcoming designer and entrepreneur who loved racing and Formula 1. What I did not know was that Lawrence Stroll, Aston Martin F1 and Aston Martin Lagonda, and Silas Chou, the Hong Kong billionaire, had already bought a controlling stake in Tommy Hilfiger in 1989. 👉 Lawrence Stroll and Silas Chou masterminded an IPO and Tommy Hilfiger went public in 1992. 👉 In december 2005 Tommy Hilfiger Corporation and private equity firm Apax Partners announced that Funds advised by Apax Partners bought the company for $1.6 billion. 👉 Lawrence Stroll made a fortune, fortune that would come to use when he, together with a group of investors, bought Force India for £90 million, plus £15 million in debt. Tommy Hilfiger was again sold in March 2010. 👉 Apax Partners sold Tommy Hilfiger Group to PVH, or Phillips-Van Heusen Corporation, for a total of €2.2bn ($3.0bn). 👉 PVH paid €1.924bn in cash and €276m in PVH common stock. It is amazing to see the Tommy Hilfiger brand still in Formula 1. The partnership between Mercedes-AMG and Tommy Hilfiger has been described as "iconic". The two started a collaboration in 2018. PVH Corporation reported Full-year 2023 result on Monday. 👉 Revenue increased 2% to $9.218 billion compared to 2022. 👉 Tommy Hilfiger revenue increased 4% compared to 2022  👉 Tommy Hilfiger North America revenue increased 6% 📷 Photo: Tommy Hilfiger

PUMA’s Stellar Year in 2024: A Recap PUMA Group surged in 2024, stealing market share from competitors like Nike and Adidas with bold moves in retro revivals, innovation, and athlete partnerships. From street style to performance, the Big Cat had a standout year. Key Highlights: • Speedcat Revival: Dominated the low-profile sneaker trend, rivaling Adidas’ Samba. • Performance Wins: Athletes secured 66 Olympic medals, including record-breaking performances by Mondo Duplantis and Julien Alfred. • Collaborations: Skepta’s signature designs, A$AP Rocky’s motorsport-inspired projects, and Salehe Bembury’s entry into PUMA Hoops. • Innovation: Launched the RB NITRO Elite, a groundbreaking training shoe challenging competitors in performance running. • F1 Expansion: Celebrated their Vegas Grand Prix partnership with a massive new retail store and star-studded events. PUMA’s blend of heritage, creativity, and innovation positions it for continued success in 2025. https://lnkd.in/e8h29VrW

1. A clear brand purpose 2. An authentic connection to popular culture When it comes to making work that cuts through today, those are the two most important ingredients you need in your fridge. Just ask Brooks running… #brandstorytelling #brandedcontent #advertising

A recent report indicates that Formula 1 is becoming a notable player in the fashion industry, showing a 35% surge in Earned Media Value for fashion brands in 2023. This rise can be attributed to the sport's growing appeal among female fans, who now make up 40% of the F1 audience. Brands are eagerly tapping into this shift, crafting styles that cater to a sophisticated new demographic that values both aesthetics and allegiance to their favorite teams. With female interest in motorsport bolstered by visibility and representation, it’s clear this trend is reshaping not just who participates in the sport but also who profits from it. How do you see the relationship between sports and fashion evolving in the future? #Formula1 #Fashion #MarketingTrends #WomenInSport #FemininePower https://lnkd.in/gVz4f8DR

The real key is avoiding saturation- in n’ out of colours on a rapid schedule, and avoid the “AF1 everywhere” scenario. For sure the initial packaging and concept of the Originals Launch in 1990 that Rob n Peter and a few lucky others was based upon the plethora of styles that existed in the adidas archives, versus other later launched brands of the 80’s-90’s. If one was lucky enough to see the adidas vault, (in the late 80’s) it is a very impressive Library where being quiet is easy due to all of the iconic products. Puma has not been able to realize their library of their similar period of styling to the same degree, so the laneway is free for adidas to drive all teens and those who set style, into the various silhouettes. The true difference now though is adidas is also driving the technical side of their business. Top level running styles are breaking the tape in many elite races. The slash and drive of the ”n/ext” in his AE1 (yes, irony) in these NBA playoffs is truly leading them back to wood court relevance. The successes combined with the seeming fall off of the nike innovation wheels is setting this next 5 year product funnel and brand demand up perfectly for the stripes! When you are doing $50B+, even a small market percentage loss represents a lot of dollars going to someone else. Plus there is a that ill conceived walk away format eh people who bright nike to the dance- wholesale specialist- Do yourself a favour and read/follow Matt Powell on LinkedIn for consistent, sound reasoning on the nike situation and appreciate the ‘doom n gloom’ is not hyperbole- its a self induced, systematic structural wobble. This past weeks start to the rumoured rolling layoff of some very talented product people with soild nike heritage and swoosh tattooed legs, is another sign that timing is truly the mother of success. Adding to the fact that adidas not only brought back their heritage in shoes, but also in their CEO, someone who has an athlete first mentality (those of us who are blessed’ with his competitive skiing prowess videos can attest!!) Bjorn Gulden brings that early 90’s grit, back when the billion dollar adidas was having its own wobbles similar to nike now. The game plan is similar, yet with his vast experience in this business (unlike another brands) and his appreciation for being global but acting local. The industry focuses on On (always strange to write ON, is it On running- nope- just On) a 2 category brand proudly moving to a 3rd soon or Hoka - a 1 category brand (with cool recovery form running Slides!) The big boy fight is the one that will set the decade, and with adidas it tends to make it a Global fight rather than nike which is only a US thing. But with this retail consolidation (think the bullet train retailer JD Sports) and Foot Locker global growth along w/10,000 store chains of Chinese brands (plus their licensees like Fila/Descente) ready to burst out, athletic shoes is a global platform. Adidas feels ready!

So I went to the physio for treatment on my knee. Following the treatment I was referred to a podiatrist who explained the biomechanics and the effect of having flat feet. It seems I had survived those long runs training for sport and in the military through sheer will. It was now catching up with me. The podiatrist explained the support and performance offered by different running shoes and made a firm recommendation that I by a pair of Brooks Running shoes. I hadn’t heard of or noticed the brand before. Immediately I was converted, enjoying my new Brooks Adrenaline runners and getting after it again. Turns out that Brooks exemplifies a real challenger brand, they are are; 🔹Not the number one brand, nor are they niche 🔹 They have a clear sense of who they are in terms of their internal identity 🔹 Their identity is built on a product truth that is inarguable 🔹 They have a point of view of their own  Apparently, Nike’s revenue is 45 times that of Brooks. But Brooks owns running. It’s fashionable for corporations to declare that ‘We put the customer at the centre of everything we do’ Who exactly is your customer? Brooks are focused. 🎯 “At Brooks it all starts with making sure the runner is at the centre of everything we do.” 🏃♂️ Fast Company writes that Brooks is now the top running shoe brand in the US and has recently launched its global ad campaign ‘Let’s run there’. 👟 ✏ The marketing lesson. 🔸 Focus! 🔸 Own a clear brand position that is founded on a product truth. #BrandPositioning #Advertising #MarketingStrategy #BrandStrategy #Marketing #BrandDevelopment #AdvertisingCampaign #BrandAwareness #MarketingTips #BrandIdentity #BrandManagement #BrandStrategy

⚽ Have Nike and the FA dropped the ball with this one❓(Pun intended 😊) With all the good will in the world, Nike have altered St. George's cross on the new England football kit to 'unite and inspire'. It's caused a lot of upset for certain people, with the feeling that the change is an insult or a slight on the history, meaning and cultural heritage of the country. To them the symbol is sacred...to be untouched. 👉 On a personal level, it doesn't bother me. I'm patriotic to a degree, as we all probably are, but my feelings around my patriotism aren't nearly strong enough that this would upset me. That said...I get it... When adidas changed the Manchester United emblem on the third kit to a solitary red devil it didn't sit right with me. Whilst there's an affinity to the club in the new symbol, the official emblem represents far too much to so many. With an emotional connection so strong with the club, the new symbol feels like an imposter. ✅ Let's bring this to a lesson we can learn in design... When we're designing products for other people, it's extremely important to be empathetic. You design for others. Not only do you have to take into account, the functionality, the form and the fit of a product, but also how it makes people feel. To do that, you have to truly understand the end consumer. In the case of the Nike England shirt, I fear whilst with good intentions, they've not quite understood the brief. ⚽ Have Nike and the FA dropped the ball with this one❓ Let me know your thoughts in the comments. ____ 𝗠𝗶𝗰𝗵𝗮𝗲𝗹 𝗛𝗶𝗻𝗰𝗵𝗹𝗶𝗳𝗳𝗲 Backpack Specialist, helping brands create outstanding products that last! Hit the 🔔 to follow for more posts like this! #OutdoorIndustry #SportsIndustry #ProductDesign #IndustrialDesign #EmotionalDesign