‍Overview

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Tommy Hilfiger unveiled its Fall 2025 campaign, The Hilfiger Racing Club, starring Nicholas Hoult and Claudia Schiffer. Inspired by luxury motorsport nostalgia, the campaign reimagines classic American prep as playful, confident, and rule-breaking. Launching globally on August 26, the campaign was supported by high-energy activations, branded experiences, and racetrack-inspired events worldwide.

Photographed by Glen Luchford, the campaign introduced the first chapter of “You’re Invited, No RSVP Required”, a new seasonal statement celebrating individuality and reinvention. The Fall 2025 collection returned to the brand’s New York roots, updating heritage prep through modern layering, texture, and relaxed styling, delivering a fresh, unapologetic twist on timeless Tommy Hilfiger codes.

Campaign Highlights

• Markets activated: Germany (Berlin, Düsseldorf, Munich), UK (London), France (Paris), Italy (Milan), Spain (Madrid, Barcelona)
  
• Primary KPI: Drive measurable store footfall by converting consumer engagement with experiential OOH activations into in-store visits at key flagship locations
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‍The Challenge
The primary challenge was bridging brand storytelling with measurable retail impact. While the global FW25 campaign delivered strong cultural relevance and visual impact, Tommy Hilfiger needed to localize momentum at street level and convert it into store traffic and sales across key European cities.

The Solution

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Tommy Hilfiger partnered with billups to design experience-driven OOH solutions that could operate within complex city environments, navigate local constraints, and deliver immersive executions connected to flagship stores.

billups developed a market-specific OOH strategy, ensuring each city’s execution aligned with its retail landscape, operational realities, and consumer behavior while maintaining a cohesive global narrative.

Planning & Execution

• London: Branded bus shelter near Regent Street flagship; custom postcard dispensers; on-site brand ambassadors; bespoke floor vinyl branding to transform the touchpoint into a collectible, participatory moment, encouraging immediate store visitation.
  
• Düsseldorf: Adapted shelter concept to include branded giveaway boxes for postcard distribution in compliance with local regulations, maintaining interaction and brand presence.
  
• Milan: Fully branded tram takeover offering free rides, photo opportunities at Piazza Castello and Via Orefici, blending mobility, fashion, and motorsport energy, guiding participants naturally toward store engagement.

‍The Results

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The store-driving OOH strategy delivered measurable uplift across traffic, engagement, and sales:

• London: Store Traffic +21% vs previous week | +3% vs previous year; Net Sales +19% vs previous week | -4% vs previous year
  
• Düsseldorf: Store Traffic +24% vs previous week | -17% vs previous year; Net Sales +46% vs previous week | +6% vs previous year
  
• Milan: Store Traffic +45% vs previous year | +100% vs previous week; Net Sales -14% vs previous year | +8% vs previous week; Engagement: 1,400+ participants; Conversion: 90% visited the store following the experience
  

The campaign demonstrated the effectiveness of experiential OOH when aligned to retail objectives, blending cultural relevance, engagement, and measurable commercial impact.