Months after the World Cup ended in a Spanish victory, fashion brands are still signing partnerships with the tournament’s players, with U.S. labels especially keen to work with athletes who are now widely recognized.
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Months after a World Cup final, brands are still chasing the players like it’s the last bus out of town. Bellingham in a jacket, Yamal in a sneaker campaign, and somewhere a marketing team is calling this “organic visibility.” The stars don’t need the jacket. The jacket needs the stars, and everyone pretends that’s a coincidence. Who’s selling what here, exactly? Bet the hoodie will be in a clearance bin by spring.
