Tommy Hilfiger Agency: Na Collective Ch

2016 SPONSORED CONTENT CASE STUDIES OF EXCELLENCE

CONTACT INFO CHIARA ADIN [email protected] 212.858.9405 NA-COLLECTIVE.COM

CAMPAIGN: #TOMMYXNADAL CLIENT: TOMMY HILFIGER AGENCY: NA COLLECTIVE

In Summer 2015, Tommy Hilfiger signed internationally renowned tennis star, Rafael Nadal, to be the global brand ambassador for their new Underwear and Tailored collections as well as the new fragrance, TH Bold.

NA Collective was tasked with creating a spectacle that would leverage the buzz in and around New York City during the time of the US Open, to make a major splash and garner global press coverage for the new campaign.

The solution was a fun and cheeky pop-up strip tennis tournament in New York City’s Bryant Park that pitted Nadal against a slew of beautiful supermodels. The rules for the match were simple: Each time a team scored, their opponents removed a piece of clothing, eventually unveiling the new Tommy Hilfiger Men’s and Women’s underwear lines.

Although the rules were simple, the match had to be carefully scripted to ensure the models revealed product teasers in each game without going full monty! Every participant played an important role: from the supermodel players (Chanel Iman, Constance Jablonski and Noah Mills to name a few) to our host Jane Lynch and special guest appearance by Lake Bell, even our ball boys and girls were fashion bloggers Periscoping from court side (let’s just say they didn’t really catch too many balls).

Press and media were invited in advance to sit in the VIP grandstands, however the nature of the game remained a secret until day of when our host Jane Lynch announced to the thousands of people in the crowd that they were going to have the pleasure of watching a strip tennis match. It was amazing to celebrate the partnership in New York City, the iconic home of Tommy Hilfiger and “backyard” of the fashion industry all while the city was flush with tennis fans gearing up for the US Open.

The stunt was a massive success and garnered over 111 Million global media impressions within the first hour. In fact, the the event was so popular that Tommy Hilfiger decided to recreate it in Germany and Spain in the months following the initial stunt.