2026 World Cup ignites a fashion frenzy with bold brand collaborations
The 2026 World Cup has sparked a wave of fashion and lifestyle collaborations. Brands across industries are launching special collections to celebrate the tournament. From sportswear to accessories, fans now have plenty of ways to show their support. Fashion labels have rolled out themed lines ahead of the event. I.Am.Gia introduced a Gia Sport collection inspired by the competing teams. Urban Outfitters is selling vintage-style jerseys and hosting in-store fan events for the Brazil vs. Morocco match.
Sportswear giants are also joining in. Kith and Adidas released a Lionel Messi collaboration on June 9, featuring jerseys, apparel, and footwear. Puma teamed up with designer Salehe Bembury for the Trvl Wear collection, which launched on June 4 with football-inspired silhouettes and national team designs. Palace Skateboards and Nike unveiled an England-themed range, with contributions from Wayne Rooney and Jill Scott.
Beyond clothing, other brands are getting involved. Cole Haan introduced two new soccer-inspired shoes: the GrandPro Turf Skyweave ($210) and the GrandPro Turf 2.0 ($155). Pelican released a limited-edition set of translucent micro cases with World Cup artwork. Axia Time is dropping a series of country-themed watches, with a new design each week.
Guinness partnered with artist Sophia Yeshi for a limited-edition Draught Stout pack and a fan-designed Art Of jersey for North America. Meanwhile, Express launched its Style Goals campaign with American soccer player Walker Zimmerman. The 2026 World Cup has inspired a broad mix of products, from high-end fashion to collectible items. Fans can now choose from apparel, footwear, accessories, and even themed drinks. These collaborations blend sports culture with everyday style ahead of the tournament.
