Football news and archive

Football shirts drive sales as retailers bank on world cup effect

Despite a slump in consumer spending, major specialist sports retailers in Germany are hoping for a boom from the Football World Cup. The tournament in the USA, Canada, and Mexico, which begins on June 11, is expected to lift spirits and boost sales of football shirts, fan merchandise, and team sports equipment. This was reported unanimously by...

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...

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Fashion

World Cup 2026: Counterfeit vs. official, the growing challenge of identifying fake football shirts

Paris - The official shirt for 110 euros or the counterfeit for ten times less? With the 2026 World Cup approaching, the continuous rise in shirt prices is pushing many fans towards a parallel market of ultra-realistic replicas, which is controlled by criminal networks. "It is almost impossible to tell the difference between the two," a member...

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Business|marketing

Adidas: Timothée Chalamet campaign creates buzz ahead of the 2026 World Cup

One month ahead of the 2026 World Cup, Adidas has unveiled Backyard Legends, an advertising campaign featuring Timothée Chalamet alongside living football icons. The film highlights the German brand's ambition to bolster its lifestyle image. Titled Backyard Legends, the Adidas campaign is a five-minute short film. It brings together a celebrity...

Fashion |In Pictures

H&M unveils football-inspired collection with Lotto

Swedish fashion giant H&M has unveiled a collaboration with Lotto, drawing inspiration from the heritage Italian sportswear brand’s archives and the world of football. The Lotto H&M menswear collection launches on May 21 and takes its inspiration from football culture and community, while reinterpreting Lotto’s heritage through a “graphic and...

Fashion |In Pictures

Levi's unveils collaboration with England football team

American denim and lifestyle brand Levi's has unveiled a new collaboration with The Football Association and the England National Team ahead of this summer’s FIFA World Cup. The Levi’s England Collection is part of the brand’s Football Federation partnerships, which also include Mexico, the USA, and France, as part of the Levi’s ongoing strategy...

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Fashion |Interview

26 Nations, 26 Stories: How Adidas navigates global culture through football kit design

In less than two months, one of the world's biggest sporting events, the men's Football World Cup, is set to take place. The tournament, this time held across Canada, Mexico and the US, is not only the sporting event of the summer. It is also the grand finale of a historic collaboration: Adidas as the outfitter of the German national football...

Fashion

Uruguay's national team to wear Gabriela Hearst designs at the World Cup

Montevideo - The Uruguayan national team will attend the 2026 World Cup in bespoke uniforms crafted from merino wool by designer Gabriela Hearst, one of fashion's ambassadors for sustainable luxury. The Uruguayan Football Association (AUF) announced on its social media the partnership with Hearst, one of the most renowned Latin American...

Fashion

Carter's partners with Umbro for limited-edition children soccer kits

Children's wear specialist Carter’s, Inc. has teamed up with sportswear brand Umbro to launch a limited edition collection of soccer apparel for children. Launching April 6, the Carter’s x Umbro collection aims to “celebrate the energy of the beautiful game through the eyes of its youngest fans.” The resulting collection includes...

Fashion |In pictures

Adidas celebrates football with retro market in Shanghai

Adidas recently unveiled the kits for the men's 2026 FIFA World Cup (WC) in the US, Canada and Mexico. For the Chinese market, the Herzogenaurach-based sportswear brand celebrated the launch with an event featuring a fashion show and other activities. Fashion show and retro market Adidas presents WC 26 kits in Shanghai Credits: Adidas After...

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

Reebok returning to football with Duśan Vlahović partnership

Reebok is counting on a long-term partnership with Serbian footballer Duśan Vlahović, who plays for Italian Serie A club Juventus, to “reclaim its position within team sport,” as football becomes a global focus this year with the FIFA World Cup 2026 taking place this summer in the US, Canada and Mexico. In a statement, Reebok, owned by Authentic...