Tommy Hilfiger 5th Avenue Event

Celebrating Tommy Hilfiger’s new 5th Avenue global flagship store opening, @Radical.Media brought together an iconic American brand with an iconic American band – in an unexpected way. I produced for Radical an exclusive event with New York City’s own Soul Tigers marching band, one of the nation’s premiere youth music-education programs. On Sunday, November 8th, 2009 the Soul Tigers performed live at pop up locations across Manhattan, including 42nd Street Times Square and Central Park, with a finale at the new Tommy Hilfiger Fifth Avenue store location. Radical designed a new event-specific logo and identity that appeared on the Soul Tigers drums, on Tommy Hilfiger-branded band uniforms and across all promotional materials. I produced street teams which accompanied the band along the marching route, giving away Tommy Hilfiger ‘mystery’ retail store gift cards and promotional gifts. Radical also created a short film capturing the event, appearing on the Tommy Hilfiger website. The Soul Tigers event was received with enthusiastic public attention and local press coverage for the band and for the Tommy Hilfiger brand.