Kelce’s Samoyed Wendy Steals Spotlight in Tommy Hilfiger’s NYC Fall Campaign

Key points

• The campaign was filmed at The Plaza Hotel and Central Park in New York City, featuring a cast of about a dozen people including Kelce, Gigi Hadid, Jisoo, Peggy Gou, Frances Tiafoe, and Carmelo Anthony.
• Kelce’s Samoyed, Wendy, was not originally planned for the shoot but was volunteered by Kelce, who noted she 'crushed it' and fit the Tommy Hilfiger aesthetic perfectly.
• Kelce discussed his lifelong love of fashion, citing influences from athletes like Wayne Gretzky and Deion Sanders, and confirmed a collaboration line with Tommy Hilfiger will launch in spring 2027.
• Kelce expressed excitement for the upcoming NFL season with the Kansas City Chiefs, noting the return of Patrick Mahomes and his desire to 'wipe the slate clean' after Mahomes’ injury.
• Vogue reported that the dog’s name had not been made public at the time of their publication, whereas USA Today and other outlets identified the dog as Wendy.

Background

This campaign follows Kelce and Swift’s public marriage in July 2026 and their adoption of the Samoyed, which had been the subject of speculation prior to its public debut. Previous archive coverage noted that the dog’s name was initially undisclosed but later confirmed as Wendy. The campaign coincides with the start of the NFL season and highlights Kelce’s dual role as a sports star and fashion ambassador.

How outlets are covering it

USA Today emphasized the dog’s visual impact, noting that Wendy 'stole the show' despite the presence of other celebrities, and included veterinary advice on Samoyed care. Vogue focused on the behind-the-scenes dynamics, highlighting Kelce’s enthusiasm for the dog and his personal connection to the brand, while noting that the dog’s name was not yet public. Both outlets agreed on the campaign’s setting and cast but differed in their emphasis on the dog’s role versus the fashion collection itself.

Why it matters

The campaign underscores the growing intersection of sports, fashion, and celebrity culture, with Kelce leveraging his public persona to bridge his NFL career and high-profile personal life. It also highlights the increasing role of pets in brand marketing, as Wendy’s natural charm and breed characteristics aligned with the brand’s aesthetic, creating a viral moment that transcended traditional fashion advertising.

What to watch

Kelce is preparing for the NFL season, with the Chiefs’ first official game scheduled for September 14. He is also working on a collaboration line with Tommy Hilfiger, set to launch in spring 2027, which he described as a reflection of both his and the brand’s worlds.