Fashion brands and national teams form partnerships for the 2026 World Cup

The 2026 FIFA World Cup, hosted by the United States, Canada, and Mexico, will feature prominent fashion collaborations alongside sporting events. Athletes' pre-game tunnel walks have become a primary marketing platform for global apparel brands. The French national team has partnered with Nike and Jacquemus for a special capsule collection. The English team continues its collaboration with Marks & Spencer while introducing a new streetwear line through a partnership between Nike and Palace Skateboards. Spain’s national team, La Roja, has signed with the luxury house Loewe for the 2026 and 2030 World Cups to promote a quiet luxury aesthetic. Additionally, Japan maintains its ongoing partnership with Dunhill. These collaborations reflect a broader trend of integrating fashion identity with international football culture.