Surprising move by Tommy Hilfiger with Nadal underwear campaign
For long the appanage of Calvin Klein, the ”erotica” factor is now being fully embraced by Tommy Hilfiger who surprisingly managed to persuade top tennis plater Rafael Nadal to appear in an overly exposed underwear ad campaign. With the choice of tennis, Tommy Hilfiger has brilliantly mapped out its target audience, differentiating from Calvin Klein’s underwear campaigns which have been featuring ”noisy” tabloid celebrities, the most recent choice being pop-star and teen-idol Justin Bieber, who also launched the campaign by stripping to his underwear, live on stage at Fashion Rocks 2014 event.
The move illustrates how parent company of both brands PVH Corp has been leveraging on the positioning of both brands. Tommy Hilfiger’s latest #TommyxNadal campaign was officially launched in New York during a tennis match which saw Nadal strip from an impeccably formal suit attire (also by Tommy Hilfiger) to a shirtless / pants-only pose at the end of the tennis match.