For decades, sailing occupied a unique position within sport. It carried the prestige of tradition, the technical demands of elite competition and a visual identity closely connected to travel, freedom and life by the sea. Today, however, a new generation of sailing is emerging—faster, more accessible and increasingly intertwined with fashion, entertainment and popular culture.
How does a sport once associated primarily with marinas and regattas become part of a global lifestyle conversation?
According to SailGP, the championship’s global audience surpassed 200 million viewers during the 2024 season, reflecting the rapid growth of one of the world’s newest sports properties. Combining cutting-edge technology, international competition and visually spectacular races, SailGP has introduced sailing to audiences who may never have previously followed the sport, positioning it alongside Formula 1 and other modern entertainment-driven competitions.
It is within this evolving landscape that Tommy Hilfiger unveils the Tommy Hilfiger x U.S. SailGP Team collection, the second performance capsule developed as part of the brand’s long-term partnership with the team. The collection reflects a broader shift taking place across sport and fashion, where technical performance and everyday style increasingly occupy the same space.
For Tommy Hilfiger, the connection feels particularly natural. Sailing has been woven into the identity of the brand since its earliest years. Maritime signal flags inspired what would become the iconic Tommy Hilfiger logo, while nautical influences have remained a recurring theme throughout decades of collections. The imagery of open water, coastal escapes and American sailing culture helped define the relaxed confidence associated with the House long before performance apparel became a dominant category within fashion.
The latest capsule builds on that heritage while responding to the demands of contemporary sport. Designed for life both on and off the water, the collection balances technical functionality with the clean, recognisable aesthetic that has become synonymous with Tommy Hilfiger’s vision of American style. Rather than separating performance wear from everyday clothing, the collection treats them as part of the same wardrobe.
Several of the most successful pieces from the inaugural collaboration return this season. The Sailing Jacket remains one of the collection’s defining garments, combining waterproof and windproof protection with a durable three-layer ripstop construction capable of adapting to changing conditions. The Performance Polo introduces moisture-wicking and anti-odour technologies while maintaining a streamlined appearance suited to both competition and daily wear.
New additions introduce a stronger fashion perspective. Quarter-zip rugby shirts and sweatshirts draw inspiration from the structure and tension of sails, translating technical references into contemporary silhouettes. These pieces acknowledge the sporting origins of the collection without becoming overly literal, allowing them to function equally well beyond the racecourse.
Colour plays an important role throughout the range. Tommy Hilfiger’s signature red, white and blue palette remains central, joined by shades of ecru, sandalwood, navy and black. One of the collection’s most distinctive elements is the introduction of citra lime, a vivid accent borrowed from archival sailing jackets. Appearing on hoodies, caps and graphic T-shirts, the colour introduces a fresh visual energy while referencing the brand’s history.
Alongside these brighter tones, an all-black edit offers a more understated alternative. Applied across several key silhouettes, it brings a sharper, more urban perspective to the collection and reinforces its versatility.
The collaboration also reflects broader changes taking place across contemporary sport. Athletes increasingly operate within the worlds of fashion, entertainment and culture, while sports organisations actively seek audiences beyond traditional fan bases. Clothing has become an important part of this evolution, serving as a bridge between competition and lifestyle.
Mike Buckley, Co-Owner, Team Principal and CEO of the U.S. SailGP Team, describes the relationship as a genuine collaboration developed through an understanding of how modern athletes live and work. His observation reflects a wider reality within contemporary sport: performance no longer ends when competition finishes. Athletes move continuously between training, travel, media commitments and public appearances, requiring clothing capable of adapting to different environments throughout the day.
The Tommy Hilfiger x U.S. SailGP Team collection responds directly to that reality. It recognises that modern sportswear must perform across multiple settings while retaining a strong visual identity. In doing so, it captures the direction in which both sport and fashion are moving—towards wardrobes that are as flexible and dynamic as the people who wear them.
