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Style & Football: How the World Cup Is Influencing Fashion

Jerseys: Between Design and Global Industry

Football jerseys are more than just uniforms: they are the result of a sophisticated mix of design, visual identity, and industrial strategy. Each model, designed by major brands and sometimes by renowned designers, incorporates both technical innovations and graphic trends to appeal to a global audience.

As highlighted by the sports business observatory, production costs remain low, but marketing impact and selling price are optimized to maximize margins, with millions of jerseys sold each season. In this context, clubs and federations license their rights in exchange for royalties, while equipment manufacturers invest heavily in the communication and image of their products.

A parallel creative phenomenon is developing with customizations: young designers create upcycled versions of jerseys, sometimes more feminine or graphic. Some initiatives even offer in-store personalization services, such as at Adidas in Myeongdong, South Korea, where customers can customize their jersey for free when purchased. These practices show how the jersey has become a genuine space for stylistic experimentation, going beyond its mere sporting function.
 

Players: Style Icons and Influencers

Beyond their on-field performance, football stars become true style icons and brand ambassadors for fashion labels. Players like Kylian Mbappé, ambassador for Dior, or Achraf Hakimi for Under Armour, represent not only sporting values but also influential aesthetic universes. Their personal style—outfits, sneakers, accessories, or hairstyles—is closely followed by millions of fans, inspiring new trends and providing brands with immediate feedback on their stylistic impact.

Choosing a brand ambassador depends on multiple factors: visibility, reputation, and influence on social media. Players have an organic community capable of generating engagement rates often higher than traditional influencers.

Collaborations can vary in duration, from a one-off campaign to contracts spanning several months. Some initiatives, like Adidas’ “Backyards Legend” campaign featuring Lamine Yamal, Jude Bellingham, and Trinity Rodman in a short film with Timothée Chalamet, showcase the creativity and scale of partnerships, blending storytelling and football iconography. These collaborations illustrate how players’ athletic performance and personal image become strategic marketing assets for brands, capable of captivating a global audience and inspiring fashion creators.

 

Opportunities for Brands: Capturing Global Attention

The World Cup is a unique moment when millions of viewers worldwide focus on a single event. For brands, it is a rare opportunity to create capsule collections, collaborations, or exclusive items that gain immediate global visibility.

For example, Louis Vuitton partners with FIFA for the 2026 World Cup with an exceptional Trophy Trunk and a limited collection, combining craftsmanship and sporting excellence. This type of initiative shows how luxury can tap into a major sporting event while asserting its stylistic codes and storytelling.

In a more accessible segment, Havaianas leverages football by making Vinicius Jr its global ambassador and launching a three-pair flip-flop capsule bearing his name, blending career references and playful inspirations such as video games. These examples demonstrate how the World Cup’s visibility allows brands to experiment with new designs, explore unique collaborations, and strengthen their connection with audiences while benefiting from the excitement and emotion generated by the event.

 

Create Your Own Universe at IFA Paris

At IFA Paris, we encourage our students to explore their creativity and develop their personal style in a professional and inspiring environment.

Our programs in Fashion Design and Fashion Business & Marketing offer the opportunity to transform ideas into concrete projects while experimenting with trends, textile design, and brand storytelling.

Join a school that serves as a hub for creativity and innovation in fashion.