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A traveling padel court, 5 spots on Italian beaches, an engaging tournament and a sporty village in pure Tommy Hilfiger style are the ingredients we chose to promote the 2023 eyewear collection. A line characterized by a distinctly sporty soul and high-performance technical solutions.

This initiative is part of a larger tour, which lasted almost 7 months in total and touched some of Europe’s major cities and ski resorts. The common thread is the trilogy of lenses designed specifically for the three different situations – beach, city and mountain.

The challenges related to the logistics of an itinerant padel court on sand, were enthralling and almost pioneering, but the results rewarded us: very high participation and “sold out” on all tournament’s dates, thanks also to an accurate communication and a dedicated site for reservations.

The presence of some Italian padel champions – Denny Cattaneo, Lorenzo Di Giovanni, Emily Stellato and Giulia Sussarello – helped attract fans and bring newbies closer.

The village also offered the chance to try out the whole collection, experiencing the technology of the new lenses first-hand and learning about their technical details through an interactive touch table.
The public was also invited to experience the thrill of being a surfer, skater or snowboarder and challenge others via a custom-designed hybrid simulator.

DJ sets and party moments at the sunset time were the perfect closure to the long days of sport and sunshine



Beach Tour | Consumer Engagement | Brand Visibility

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