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Tommy Hilfiger launches esports community initiative

Jeremy Lim
03 March 2022

Tommy Hilfiger has today announced the launch of Team Tommy, a new community-led initiative designed to recognise and empower creatives in the gaming world.

Made up of eight hand-picked gamers from across the USA, Europe and APAC, Team Tommy will represent the diverse gaming community throughout the physical and digital worlds.

With over 5.26 million fans globally and over 1.25 million users on interactive gaming and entertainment platform Twitch, the gamers will take part in weekly streams across various social platforms, monthly streamed "Get togethers", in-person appearances throughout the year and in-store activations in their local markets.

In a press release, Tommy Hilfiger said: "We’ve never done anything like this before. Not only is this an exciting step for us as we enter the metaverse, but we’re connecting with and building relationships with a whole new group of fans and consumers. I’m excited to learn from these creative individuals and explore more of their intricate gaming world."

The brand hopes that its new approach to community engagement will result in a global reach to motivate gamers to push forward, grow and create new content, creating long-lasting synergy between members and speaking directly to Tommy Hilfiger’s core values and strategic vision.

The launch marks the latest initiative from Tommy Hilfiger, who have experimented in the virtual ground through metaverse-based marketing campaigns, including a recent collaboration with online game platform, Roblox.

This month, Tommy Hilfiger will be among fashion and luxury brands to appear in Decentraland's Metaverse Fashion Week, which will feature a range of events, presentations and installations in the virtual world.

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