Travis Kelce, three-time Super Bowl champion, podcaster, businessman and famous fiancé, has become a global brand ambassador and creative collaborator for Tommy Hilfiger Corp.
Known for his bold personal style, Kelce will participate in a series of ad campaigns and a design collaboration with the Hilfiger brand.
The partnership kicks off in the fall with an ad campaign showing Kelce entering Hilfiger’s New York — a setting of glamour, sophistication and where surprise encounters are never more than a block away. The campaign, which will break in late August/September, will be shot over two-and-a half days at the end of April at an undisclosed iconic New York location. It will also feature an ensemble cast of men and women. The story will continue into the spring 2027 campaign, along with a design collaboration that reimagines elevated Tommy icons.
“Travis Kelce is one of the magnetic figures in sport and culture today,” said Hilfiger of the 36-year-old tight end for the Kansas City Chiefs. “He is at the forefront of a new generation of athletes expressing themselves through style, with a down-to-earth quality that people immediately connect with. I’m excited to see how he brings his fearless, fun-loving and bold take on Prep Made Current to fans around the world.”
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Stefan Larsson, chief executive office of PVH Corp., Hilfiger’s parent firm, said, “Tommy Hilfiger taps into the worlds of sport and culture in ways that are real, relevant and inspirational. Travis Kelce represents a new generation of athletes who are shaping culture far beyond the field, making him a great partner for the brand. This collaboration is the most recent example of how we are unlocking the full potential of Tommy Hilfiger.”
Hilfiger generated global retail sales, including those by licensees, of about $9 billion in 2024.
To be sure, Kelce moves effortlessly between stadium, screen and style. A tunnel-walk pioneer, his game-day arrivals turn each entrance into a showcase for his strong personal point of view. Kelce’s humor and natural stage presence have made him a headline-making crossover figure with influence beyond the sports field. From hosting “Saturday Night Live” to co-creating “New Heights,” a podcast with his brother, Jason Kelce, which is Spotify’s number-one sports podcast of 2025, his reach continues to expand.
And it doesn’t hurt that he’s engaged to Taylor Swift, one of the most influential pop culture figures and highest-grossing live music artists and one of the bestselling music artists of all time.
“I’ve long admired Tommy Hilfiger as an iconic American brand,” said Kelce. “Ever since 10th grade, when I used to ask my mom to buy Sailing Gear jackets, I’ve been drawn towards the brand’s confident style and red, white and blue DNA. Getting to work with Tommy and put my own twist on timeless pieces, in a way that feels original for today, is a dream come true.”
In an interview last week, Hilfiger said, “As you know, we’ve over the years had a lot of iconic ambassadors, from Rafael Nadal to Gigi Hadid, Lewis Hamilton and recently Damson Idris from the ‘F1’ movie. We think Travis is a true American icon. He’s not only a talented athlete, but he’s a great person, a great personality and he’s one of the most talked-about people in sport and pop culture.”
According to Hilfiger, Kelce represents a new generation of athletes who use style as self-expression. “And I’m excited to see how he brings a vibrant and bold take on our modern prep. Because that’s what he wears. He wears preppy with a twist. He loves color and is not afraid to wear it. He’s in the zeitgeist.”
Kelce will be wearing Hilfiger’s clothing on the tunnel walk for 2026 and 2027.
The football legend will be the centerpiece of Hilfiger’s fall 2026 ad campaign. “We’re inviting him into our world of casual lifestyle like we did with Patrick Schwarzenegger and Lionel Richie through the spring ad campaign. This time, Travis enters the New York scene through my lens, where he’ll have unexpected encounters with a lot of different and interesting people and surprise appearances,” said Hilfiger.
Hilfiger declined to comment on Kelce’s planned marriage to Swift, a date for which has not been revealed.
Hilfiger said they will style Kelce in an iconic, modern way. “And you know he has a natural instinct for style. He knows what looks good on him. He likes to feel current. His tunnel walks are a signature,” said Hilfiger.
The collection will go from XS to XXL.
Asked who he considers Kelce’s demographic, Hilfiger said, “Well, male sports fans, for sure, but female fans who want to buy for their boyfriends, husbands and loved ones. Because women do buy a lot of men’s clothes for their husbands, their boyfriends and their loved ones.”
While they are just beginning to work on the capsule, Hilfiger said, “He’s full of magic. He brings energy. He’s got a lot of ideas. He’s got a great perspective, and it’s translating his taste and lifestyle into our icons.”
Hilfiger said they started in the archive and had Kelce visit the week before last “so we really connected with the heritage product. He loved what he grew up wearing and now wants to incorporate it into the collaboration and modernize it, and make it more relevant for today.”
He said Kelce is working with Hilfiger’s design team to have a shared vision. “I would say some product is notably coming from his love for color, but blended with the Tommy icons. But it’ll always come back to authenticity, and he wants to create pieces he would actually wear,” said Hilfiger. The capsule will be primarily sportswear with some tailored clothing. It’s for one season only.
Kelce said, “There’s something special about a brand that’s been around as long as Tommy Hilfiger and is still changing the game. They’ve always had a way of keeping their finger on the pulse of pop culture and art and fashion, so I absolutely wanted to be a part of that. I’ve incorporated Tommy Hilfiger in my wardrobe starting in high school, and I love those timeless pieces you can revisit years later that just get cooler with time. When I met Tommy, we connected over our shared belief in just having fun with it and the endless creativity in self-expression and personal style. I’m excited to dive into the creative process and collaborate with him and the team.”
Hilfiger said they will have a lot of things planned to feature Kelce in the coming year. “He’s got a big personality. His energy and perspective are definitely focused on his love for fashion,” said Hilfiger.
The designer said this collaboration fits in with his F.A.M.E.S. [Hilfiger’s blueprint for style and inspiration blending fashion, art, music, entertainment and sports] strategy. “This is ‘S’ for sports. For a sports star, it doesn’t get better than this,” he said.
Asked if that’s from his or Kelce’s perspective, Hilfiger said, “Well, I think both. He’s been a Tommy fan for a long time. So I think that it was really beneficial to both. I think when it’s a win-win for both, usually it works out,” he said. Questioned whether Kelce will be on Hilfiger’s runway in September, he said, “To be determined.”
Hilfiger said the line will be a tight capsule. “It’s really translating his taste and lifestyle into our icons. He’s not a traditional designer. Obviously, he brings the energy, the ideas, the perspective and a new point of view,” he said. Hilfiger said they haven’t really started the design process yet, “but we have a lot of ideas. We have more ideas than we can possibly even incorporate into the collection. We’re shooting ideas back and forth every day.”
Asked if he’s a Kansas City Chiefs fan, Hilfiger said, “Well, I like [Patrick] Mahomes and Kelce and their whole playbook. I’d like to see them win the Super Bowl next year. That would be a lot of fun.” As a native New Yorker, Hilfiger roots for the Giants and the Jets. “I like the Patriots. [Owner] Bob Kraft is a very good friend, and I think they’ve done an incredible job.”
Over the years Hilfiger has worked with such football players as Michael Strahan and Phil Simms. “We’ve dressed a lot of athletes, but we’ve never done a collaboration like this with an athlete other than Rafael Nadal and Lewis Hamilton.” They actually did a collaboration with Hamilton for five years in a row. “And it was very successful because of the fact that Lewis was really involved. He loves fashion and he became an ambassador of the brand,” said the designer.
Discussing the difficulty in signing an athlete like Kelce, Hilfiger said, “You know when you’re dealing with these icons, it’s never easy. Because they have agents, they have managers, they have other people offering them deals. We looked at it as a score.”
In 2023, Kelce made headlines by hosting “Saturday Night Live,” winning Super Bowl LVII, and launching Kelce Jam, his own music festival. His popularity surged when Swift attended the Chiefs vs. Bears game following his invitation. Since then, Swift’s game day style has evolved — and Kelce’s personal style has, too. Last August, Kelce revealed he was partnering with American Eagle Outfitters on a special limited-edition collaboration between the retailer and the athlete’s Tru Kolors sports and lifestyle brand. Called AE x Tru Kolors by Travis Kelce, the collection blended fashion, sports and culture. The collection had two drops last year: Aug. 27 and Sept. 24.
As reported last October, Kelce has been opting for more tailored pieces as part of his tunnel outfits. On Sept. 20, he arrived for a game in New Jersey wearing a custom Tom Ford suit, carrying Louis Vuitton bags. On Sept. 14, he wore a custom Thom Browne suit ahead of a game in Kansas City. For his team’s game in São Paulo on Sept. 5, he wore a hand-embroidered suit by KidSuper and carried Bottega Veneta bags. On Oct. 6, Kelce arrived at the EverBank Stadium prior to a game against the Jacksonville Jaguars wearing a brown suede field jacket by Tom Ford, paired with a silk shirt underneath from J. Logan Home, a brand he has worn many times before.