FIFA World Cup news and archive

Macy's, Dick's, Target, Walmart: How major US retailers are leveraging the FIFA World Cup 2026

With the opening whistle of the FIFA World Cup 2026 blowing today, a month-long celebration of football–or soccer–begins across the host nations of the US, Canada, and Mexico. The event is expected to contribute 30.5 billion dollars to the US gross economic output alone, according to Goaleconomy, with retail and real estate positioned as sectors...

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Sports Direct partners with Zapp for on-demand World Cup merchandise delivery

British sportswear giant Sports Direct has partnered with delivery platform Zapp to offer FIFA World Cup 2026 merchandise to customers across London, with the goal of making products available within 20 minutes. The collaboration will run throughout the tournament and gives football fans access to official merchandise, including shirts and...

Fashion |In Pictures

NFL launches limited-edition jerseys ahead of FIFA World Cup

The National Football League (NFL) and Fanatics, the licensed sports merchandise platform, have reimagined the classic NFL Nike jersey in the colours of England, France and Australia to celebrate the FIFA World Cup. Inspired by the fusion of American sport and global football coming to North America, the three jerseys blend the colours, crests...

Retail|In Pictures

Adidas unveils retail partnership with Nordstrom for World Cup

German sportswear brand Adidas is teaming up with American retailer Nordstrom to offer immersive installations and pop-ups as part of its FIFA World Cup 2026 celebrations. Spanning 35 Nordstrom doors nationwide, an immersive Adidas anchors the partnership at The Corner installation at the Nordstrom flagship in New York City, which runs until...

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Retail|In Pictures

Mitchell & Ness opens flagship store in Philadelphia

Sportswear and lifestyle brand Mitchell & Ness is set to open a flagship store in its hometown of Philadelphia, Pennsylvania. Located at 1513 Walnut Street, the heart of the city center, the new flagship store measures 16,400 square feet, spread across three floors, replacing its former store location at 1306 Walnut Street. Opening its doors on...

Fashion |In Pictures

Gap unveils football-inspired collection with Ouigi Theodore

Gap is the latest retailer to get football fever ahead of this summer’s FIFA World Cup, unveiling two limited-edition, football-inspired collections, with one designed in collaboration with The Brooklyn Circus founder, Ouigi Theodore. The OuiGap collection launches on May 29 and features an elevated, football-inspired apparel and accessories...

Fashion |In Pictures

U.S. Soccer unveils new team kits ahead of FIFA World Cup

With the US co-hosting the 2026 FIFA World Cup alongside Canada and Mexico this summer, U.S. Soccer has unveiled its 2026 national team kits with Nike, which have been designed incorporating player feedback to represent “the team’s identity”. For the first time, the kit design unifies all U.S. Soccer National Teams under one full visual...

Fashion

American Eagle signs five-year deal with footballer Lamine Yamal

Fashion and lifestyle retailer American Eagle has tapped Spanish footballer Lamine Yamal as its new global ambassador as part of its continued investment in sports culture. American Eagle has signed a five-year deal with the FC Barcelona footballer, described by the brand as a “historic” move, marking its first multi-year partnership as it looks...

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Adidas scores profit boost with World Cup

German sporting goods firm Adidas on Thursday said the World Cup in Russia and strong e-commerce sales lifted net profit in the second quarter, keeping the company on track to meet its 2018 goals. Hover over the graph to learn more. Net profit at the Bavaria-based company more than doubled to 396 million euros ($459 million) between April and...

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Fashion

Farfetch launches sportswear range by emerging designers

Farfetch and Buro 24/7 have teamed up with seven emerging designers to launch an exclusive sportswear capsule collection that reimagines the football kit in tribute to the World Cup for the 2018 Buro Fashion Forward Initiative. The capsule collection features a range of menswear, womenswear and unisex pieces from some of the best up-and-coming...

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Fashion

In Pictures: Aizel Moscow celebrates FIFA World Cup

Fashion concept store, Aizel Moscow has launched a special collaboration with Russian designers to celebrate the FIFA World Cup 2018. Entitled “The Essentials”, the capsule line features products such as traditional matrioshki dolls, T-shirts and sweatshirts, as well as jewellery, gadgets and beauty essentials, all designed with the aim of...