Tommy Hilfiger celebrates 2020 Hahnenkamm Ski Races with The Black Eyed Peas

By

Gabriella Lacombe

Published
Jan 28, 2020

Tommy Hilfiger has kicked off its sponsorship as official fashion partner of the 2020 Hahnenkamm Ski Races in Kitzbühel, Austria with a performance from The Black Eyed Peas at the annual Kitz-Race-Party.

Held on January 25, the performance came in time for the 23rd edition of the Kitz-Charity-Trophy race, and marked one of several activations unveiled as part of the Tommy Hilfiger Official Fashion Partnership during the weekend of January 24 through 26, the PVH-owned brand said.

Signs of the partnership -- including Tommy Hilfiger-branded slopes, racing flags, gate flags, starting and finishing line banners and a hot air balloon at the racing area -- were further supported by a Tommy Hilfiger pop-up located at the race track’s Trade Village. Inside the temporary store, visitors could peruse the third edition of Tommy Hilfiger's collaborative collection with French outerwear brand, Rossignol, including a sweatshirt designed specifically for the event, as well as a curated selection of winter/pre-spring 2020 Tommy Hilfiger sportswear styles for men and women.  

In celebration of the partnership, Tommy Hilfiger, Dee Hilfiger and CEO, Tommy Hilfiger Global and PVH Europe, Daniel Grieder made public appearances at the trophy race on the 25th. There, a fund raiser was led in support of local farming families who "have fallen upon hard times," the brand said, amounting to a total of €200,000 ($220,386 USD) raised. 

Outside of the immediate race area, the Tommy Hilfiger store in central Kitzbühel further celebrated the partnership and the newest Rossignol pieces with a dedicated window.

PVH's biggest revenue generator, Tommy Hilfiger, has seen a spike in demand in Europe, along with fellow PVH brand, Calvin Klein. The boost saw PVH raise its full-year adjusted profit forecast in November 2019, after reporting a total revenue increase of 2.5% to $2.59 billion, above average analysts’ estimate of $2.54 billion, according to IBES data from Refinitiv. The Tommy Hilfiger brand saw its sales increase about 10% to $1.24 billion.

As of November, PVH predicted it would earn between $9.43 and $9.45 per share for full year 2019 on an adjusted basis, compared with its prior range of $9.30 to $9.40.