Tommy Hilfiger is at the forefront of cultural innovation. It just gets it. From embracing the Hip Hop stars of the 1990s, to securing Gigi Hadid for a campaign that helped put her on the map in the 2010s; this All-American fashion brand is now pursuing the cultural influencers of tomorrow - high growth gamers - in the form of Team Tommy.
But, how is Team Tommy helping the brand to reach new audiences and affirm its position as a digital innovator at the forefront of popular culture?
What is Team Tommy?
In 2022, when Tommy Hilfiger launched its first virtual experience, Tommy Play, it tapped Roblox as the perfect environment in which to reach some of the world’s 3.2 million video gamers. The brand’s Roblox strategy, which leverages GEEIQ’s data and expertise, continues to reach new audiences. It most recently played host to a live, virtual version of its 2022 New York Fashion Week show.
But when it came to reaching high profile gamers and content creators, the brand needed a different strategy. Tommy Hilfiger tapped GEEIQ to identify eight high-growth creators across key markets (Australia, France, Germany, South Korea, UK, and US) to collaborate with, and advocate for, Tommy Hilfiger and Tommy Jeans.
Enabling the brand to meet gamers in their native environment, Team Tommy hosts weekly streams on Twitch - a channel the brand recently launched on to expand their presence within these communities.
Why Team Tommy?
Tommy Hilfiger doesn't see cultural identity through the lens of demographic cohorts like 'Gen Z' or 'Millennials'. Instead of focusing on the most popular gamers, the brand sought out niche gamers with a high growth trajectory and an established reputation within their respective communities.
Based on GEEIQ demographics data, Tommy Hilfiger was able to identify gamers that had 1.57x more female followers, as well as younger audiences, than average.
While the members of Team Tommy are geographically dispersed, their audiences are also dispersed across games; from Genshin Impact and Minecraft, to Grand Theft Auto and Valorant. This aligns with the brand's strategy that ensures the widest possible reach without needing to commit to a physical in-game presence.
With the ability to reach over 5.26 million fans globally, and over 1.25 million users on Twitch, Tommy Hilfiger sees Team Tommy as a long-term investment.
“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 customers. I’m excited to learn from these creative individuals and explore more of their intricate gaming world.”