The brands scoring big with FIFA World Cup 2026 collaborations

There are two types of people who watch football. The first are the ardent fans whose entire week is ruined if their team doesn’t win. The second are the ones who tune in for moral support, the fashion moments and, of course, the best-dressed WAGs (wives and girlfriends). To nobody’s surprise, I belong to the latter.

Over the years, football has evolved into a cultural phenomenon with a thriving fashion ecosystem of its own. This year around, the FIFA World Cup 2026 collaborations with luxury houses and sportswear giants have hit it out of the park, putting football in the global spotlight. Read on for a quick catch up.

The Balenciaga Soccer Series

Leave it to Balenciaga to take the trophy for some of the best football merch. For the FIFA World Cup 2026, their Soccer Series capsule, featuring distressed jerseys, athletic-inspired separates taps into the growing overlap between football culture and luxury fashion. After all, in 2026, supporting your favourite team isn’t just about what happens on the pitch, but also what you’re wearing in the stands. ‘Cuz what if Neymar Jr. is looking?

Nike X2 World Cup Capsule Collection

Created ahead of FIFA World Cup 2026, the project pairs seven national football federations with seven influential creative forces from around the world, including Jacquemus (France), Drake’s NOCTA (Canada), Palace (England), Patta (Netherlands), G-Dragon’s PEACEMINUSONE (South Korea), Slawn (Nigeria) and the Virgil Abloh Archive (USA). The series of capsule collections is an apt blend of national identity, streetwear and football heritage – featuring oversized jerseys and Nike’s new Cryoshot sneakers.

Adidas Originals x Willy Chavarria World Cup Capsule

Adidas Originals’ partnership with Mexican-American designer Willy Chavarria is a masterclass in capturing the cultural spirit of football. The collection offers reimagined tracksuits, jerseys, outerwear and footwear that can be worn even after the match ends. Timed perfectly with North America hosting the tournament, the collaboration celebrates the diverse communities that have shaped the sport.

Salehe Bembury x PUMA “TRAVEL WEAR” Collection 

For the FIFA World Cup 2026, the American designer has teamed up with Puma for a travel capsule that draws inspiration from the movement of supporters across host cities. The collection highlights Bembury’s signature organic patterns, earthy colour palette and outdoors-inspired aesthetic – think elevated tracksuits, graphic tees and accessories that feel equally at home in an airport lounge, stadium concourse or a post-match city stroll. 

LEGO x FIFA World Cup 2026

For those who spent their childhood building entire worlds out of LEGO bricks, this collaboration will hit nostalgia. Ahead of the FIFA World Cup 2026, the LEGO Group is bringing football’s most coveted prize home with the first-ever official 1:1 replica of the FIFA World Cup Trophy – a 2,842-piece set that recreates the iconic trophy. Inside, you’ll find a hidden compartment featuring the 2026 World Cup logo, an exclusive branded minifigure holding a miniature trophy, along with gold-coloured drum-lacquered bricks and moulded gold pieces. 

You may also read: The Youngest Grand Prix Winners in Formula 1 History