Tommy Hilfiger talks SailGP sponsorship for US team and nautical inspiration from racing series

The 50 foot foiling catamarans that scythed across Sydney Harbour at 100 kilometres per hour in early February are making their way to Los Angeles for the next leg of the SailGp.

Australia, captained by Olympic medallist Tom Slingsby, missed out on a hometown win due to a penalty, opening the gate for Team Great Britain to walk away with the points from the season opener.

The race series is the brainchild of Larry Ellison, the multi-billionaire co-founder of US tech firm Oracle, and confidant of Donald Trump. Mr Ellison has a long term vision of a TV-friendly sport pitched at an aspirational global audience.

Twelve teams compete for the $US12.8 million prize money over the course of the season, accumulating race points at iconic sailing destinations around the world, including Rio De Janeiro, New York, Geneva and Abu Dhabi.

While the teams represent nations, all of the boats are owned by the league and maintained by the SailGP tech team.

The US team is owned by tech investor and founding Uber engineer Ryan McKillen and two-time world champion sailor Mike Buckley. A collection of NFL stars, a global DJ and internet identity Gary Vaynerchuk, are also investors.

The team’s latest sponsor is Tommy Hilfiger, who in his 73rd year shows no sign of slowing down in his commitment to expanding the brand.

The marque is now part of of the $US4.4b PVH Corp, sharing a stable with that other icon of preppy America, Calvin Klein.

Mr Hilfiger told The Nightly via email that it was always his ambition to form a global company, having started with a $US150 and a few pairs of jeans in a retail store in the middle of New York State as an 18-year-old in the 1970s.

His big break, however, was “going bold” in 1985 and launching an advertising campaign comparing himself to the designers he most admired, Ralph Lauren and Calvin Klein.

“It was a huge risk, and the fashion press and retailers weren’t exactly thrilled at first. But seeing my name in Times Square made a statement, and that bold move helped me stand out and leapfrog the competition,” he said.

The Hilfiger logo, borrowed from the International Code of Signals’ flag used by sailors, may be a signature of the label’s preppy, Ivy League inspiration, but it is its collaboration with different sectors of American culture that have truly established the brand globally.

Hilfiger became synonymous with “hip-hop rappers, surfers, skaters” in the 1990s and he told The Nightly that he is constantly looking to refresh the brand “because if you stay still, you get stagnant.”

“We’ve always found power in connecting to pop culture. By connecting our brand to fashion, art, music, entertainment and sport we have given our brand a unique energy that resonates globally,” he said.

Mr Hilfiger said he had always loved the world of sailing and the “nautical lifestyle” but said SailGP is “next level”.

“It’s a whole new sport. The boats are high-tech and incredibly fast, they call them flying sailboats, so there’s a reason people are saying it’s like the Formula One of sailing,” he said.

“The team aren’t just focused on winning races. They’re creating a story and making an impact that goes beyond the sport. In some ways, it reminds me of how we approach things: always evolving, taking risks and finding new ways to connect with people around the world. Together, we have the chance to shake up the sailing world and bring something fresh and exciting to fans everywhere.”

Perhaps inspired by his commitment to SailGP, Tommy Hilfiger is offering a nautical lineup for this season’s collection. While looking back to the brand’s roots, Mr Hilfiger said he was focused on preserving a legacy of change.

“I want the Tommy Hilfiger name to stand for more than just fashion — to symbolise individuality, inclusivity and positive change. More than anything, I hope our brand inspires the next generation to dream, be creative, take bold risks and redefine the future of fashion.”