As the 2026 FIFA World Cup prepares to kick off, luxury brands are joining the action with a wave of partnerships, special collections, athlete collaborations and immersive experiences inspired by the world’s biggest sporting event.
Once seen as separate worlds, football and luxury have become increasingly intertwined, with athletes emerging as global style icons and major tournaments offering brands an unrivalled international stage. From fashion and watches to jewellery and travel, maisons are embracing the excitement of the competition and finding new ways to connect with fans.
We discover the luxury brands catching football fever this summer and the collaborations putting style firmly in play.
Burberry
Football and Burberry have long shared a place within British culture, making the house’s Autumn 2026 campaign, A Good Sport, a natural fit ahead of the FIFA World Cup. The campaign celebrates the rituals of match day through the eyes of supporters, bringing together football stars, actors and cultural figures, including Romeo Beckham, Declan Rice and Son Heung-min.
The collection revisits Burberry classics, including signature trench coats, lightweight parkas, Harrington jackets and polo shirts, which combine functionality with craftsmanship, while the iconic House Check appears across scarves, shirting and outerwear. The collection reflects the growing influence of football culture on contemporary menswear, transforming match-day staples into elevated wardrobe essentials.
BOSS
BOSS is bringing a refined approach to fan dressing with its We All Wear It: The Badge, Perfected collection. The range reimagines traditional football merchandise with BOSS’s signature confidence, quality and contemporary style.
The collection includes special editions of the iconic Paddy polo alongside T-shirts, jackets, caps and separates inspired by the colours and flags of major footballing nations. Crafted from performance-driven materials, the pieces combine comfort and practicality with premium detailing and clean silhouettes.
ZEGNA
As football’s influence on luxury fashion continues to grow, ZEGNA’s appointment of Ousmane Dembélé as its first football Global Brand Ambassador feels particularly significant. Announced just ahead of the 2026 FIFA World Cup, the partnership highlights the growing role of elite athletes as modern style icons.
The Paris Saint-Germain forward has frequently chosen custom ZEGNA tailoring for major career milestones, making the collaboration a natural extension of an existing relationship. His understated approach to dressing aligns perfectly with the house’s focus on craftsmanship, elegance and quiet confidence.
Jacquemus
Simon Porte Jacquemus brings a distinctly French perspective to football culture through his collaboration with the French Football Federation and Nike. Inspired by a vintage Nike tracksuit jacket from his youth, the collection revisits 1990s football style.
The tricolour palette of blue, white and red runs throughout the collection, while classic fabrics replace traditional technical sportswear materials. At the heart of the project is a special jersey worn by French national team players during major international fixtures.
Dolce & Gabbana x Diadora
Dolce & Gabbana and Diadora have joined forces to reinterpret one of football’s most recognisable silhouettes, the iconic Brasil. First launched in 1984, the design has long been associated with football culture and now receives a luxury makeover through Dolce & Gabbana’s distinctive aesthetic. Available as both a football boot and lifestyle sneaker, the style is reimagined with monochromatic tones and signature leopard-print detailing. The combination brings together Diadora’s sporting heritage and Dolce & Gabbana’s bold approach to design.
Hublot
Ahead of the 2026 FIFA World Cup, Hublot strengthens its connection to football with the launch of the Big Bang Unico Reloaded Kylian Mbappé. Created in collaboration with the French superstar, the limited-edition watch celebrates confidence, ambition and excellence. Crafted in polished white ceramic and 18K King Gold, the 44mm timepiece features personal references to Mbappé, including the engraved message “Trust Yourself” and details inspired by his iconic number 10. Limited to just 200 pieces, it combines bold design with Hublot’s advanced watchmaking expertise.
Loewe
Spain’s national football team will travel to the 2026 FIFA World Cup dressed by Loewe following a new four-year partnership between the Spanish luxury house and the Royal Spanish Football Federation. The collection includes tailoring, casualwear, footwear and leather goods, all crafted within Loewe’s workshops. Subtle details, including the discreet Anagram logo hidden inside the sleeve, reflect the house’s commitment to craftsmanship and understated luxury.
