Tommy Hilfiger has signed Rafael Nadal "to serve as global brand ambassador" for its underwear and tailored collections, according to Lisa Lockwood of WOMEN'S WEAR DAILY. Nadal "will be photographed in Spain early next year and will appear in the fall underwear and tailored clothing" worldwide ad campaigns created by Laird & Partners, N.Y. This is "the second underwear modeling gig for Nadal for a major fashion brand." Nadal in '11 appeared with actress Megan Fox in "steamy ads for Emporio Armani Underwear and Armani Jeans." Sources said that the two-year deal "could be worth" $3-4M. Company Founder & Principal Designer Tommy Hilfiger said, "Rafael Nadal has been a longtime personal friend and supporter of our brand, and I’m continuously inspired by his dedication and passion for his sport." Hilfiger and Nadal originally met in Monaco "during the Monte Carlo Grand Slam about eight years ago." Despite the fact that Nadal "has a contract with Nike to wear the brand during his tournaments," he and "his entourage have been wearing Hilfiger’s clothes for some time." Nadal "also has deals with Bacardi, Richard Mille, Quely and Kia Motors." Tommy Hilfiger Global Chief Brand Officer Avery Baker said that the company "approached Nadal directly" after market research showed he had a 91% awareness level in Asia, 95% in Europe and 75% in America (WWD.com, 12/17).
