Celebrating sportswear, heritage and team spirit

At Zalando, we see an increasing amount of brands focusing on community when it comes to connecting with customers through meaningful and emotional marketing campaigns. We love to call out great examples, like Tommy Hilfiger’s latest exclusive capsule collection with us, "My Team". The collection, designed by the PVH NYC Lab and led by Randy Cousin, SVP of Lab (Collaborations) and VIP dressing at Tommy Hilfiger, blends sportswear and upscale apparel, ideal for both on and off the court, and highlights the iconic Tommy red, white and blue archival heritage with playful flag interpretations.

At the heart of this campaign, produced by Zalando Marketing Services (ZMS), is a celebration of joyful, shared moments. Focusing on key talents – actors Simona Tabasco and Lucien Lavicount – the collection and the campaign together highlight the power of teamwork. In a society that often focuses on individual achievements, Tommy Hilfiger’s campaign flips the script to emphasise that success is a shared victory. Celebrities are often admired for their accomplishments, but behind every successful individual is more likely than not, a team that has supported and propelled them to success.

The "My Team" campaign takes a unique approach by shifting the spotlight from the celebrity to their closest supporters. This is not your typical celebrity profile. Instead, the focus is on the loved ones who have been integral to the journey. ZMS wanted to feature engaging and heartfelt interviews with the celebrity’s team, including their family and close friends. These stories offer an intimate glimpse into their collective journey. The location, Otsuni in Puglia, provides a stunning backdrop for playful games, banter, and informal moments.

The Italian actress is supported by her twin brother Marco. Twins, best friends, and connected by more than just humour, they share a unique bond. "Being twins, we complete each other," says Simona. Their shared journey highlights the importance of having someone who understands and complements you perfectly. Simona and Marco bring double the fun and double the strength to the campaign.

The British actor is joined by his mother Sonia and his brother Louis, who share their collective journey and the pivotal roles they’ve played in his success. "Family lifts you higher," says Lucien. The brothers emphasise their bond, "Without each other, we're strong. But together, we complete each other and become unstoppable." Their story is a testament to the power of family support.