TOMMY HILFIGER / TOMMY X NADALPartnering with tennis icon Rafael Nadal to relaunch and reinvigorate underwear and tailored clothing categories, and launch a signature men’s fragrance - aiming to boost brand relevance, elevate menswear credibility, and reach global, athletic, and aspirational audiences.
Simultaneous global retail rollout of co-branded underwear and suits in over 90 countries, supported by experiential activations OOH, print, social and digital activations under the tagline: “Nadal wears Tommy. Do you?” leading to notable increases in sales, brand engagement, and international visibility.
The partnership opened up sports lifestyle collaborations as a viable brand channel paving the way for future partnerships like Lewis Hamilton and Formula One.
“I’ve always admired Tommy Hilfiger’s cool, all-American designs which are sophisticated and easy to wear, and I’m excited to be partnering with the brand.”
— Rafael Nadal
CAMPAIGN IMPACT & EFFECTIVENESS
Sales impact:
Tommy Hilfiger global menswear sales increased by double digits YoY
Tommy Hilfiger underwear category sales grew by 20% in Europe and 25% in Latin America during campaign period
Tailored clothing sales rose 23% in key markets like Spain, Italy, and Germany
Halo effect on Tommy Hilfiger menswear category: Europe Full Price +158% Ecom +68% US Full Price +246% Ecom +122% VS LY
Marketing ROI:
Campaign delivered over $50 million in earned media value (Launch metrics estimate)
Social media campaign reach: 1.2 billion impressions across platforms (Tommy Hilfiger brand data)
Became one of Tommy Hilfiger’s most-shared menswear campaigns ever
Retail activation:
Triggered increased footfall in Tommy Hilfiger standalone stores by 15–20% during campaign months
TOMMY X NADAL / UNDERWEAR LAUNCHThe collaboration was supported by a bold, media-grabbing campaign and teaser with visuals shot by Mikael Jansson, combining sport and seduction. Agency: Laird & Partners
TEASER VIDEO
TOMMY x NADAL / STRIP TENNIS EVENTS
TommyXNadal Strip Tennis events were bold, high-energy pop-up experiences held in key global cities to launch both underwear and tailored suits.
Starring tennis icon Rafael Nadal, the events combined fashion, sport, and a playful spectacle as Nadal and other players (models & influencers) took part in live tennis matches — Every point lost meant removing one clothing item—players dropped to just underwear by the end. The events drawing huge crowds and media attention
IMPACT & EFFECTIVENESS
3.5 million You Tube views in the first week. 6.6 million total views with 97% completion rate
Over 50 broadcast outlets covered the events globally incl FOX and Today in US
41 million impressions in 2 hours. 500 million total impressions
145K new followers
TOMMY X NADAL / FLEX TAILORED LAUNCHLaunching the TH Flex suit crafted from Italian-made, performance fabrics designed for mobility and everyday wear: fine wool blends with built-in stretch, crease-resistant finishes, and breathable properties
Agency: Laird & Partners
TOMMY X NADAL / BOLD FRAGRANCE LAUNCHLaunching TH BOLD fragrance with Estée Lauder. The campaign featuring Rafael Nadal was captured by renowned fashion photographer Mikael Jansson
