The FIFA World Cup kicked off last night at the famous Azteca Stadium in Mexico City, where tournament co-hosts Mexico took on South Africa following not one, but two opening ceremonies, which included a performance by headline act Shakira.
Two further opening ceremonies will take place ahead of the first games in other host nations, with Alanis Morisette the big Canadian name tonight before the Canada v Bosnia and Herzegovina match, while Katy Perry will take to the stage in Los Angeles before the USA v Paraguay game at 2am UK time tomorrow morning.
“It’s showtime”, as they say, but also a time for brands and retailers to ramp up sales with World Cup associated products.
Nike has particularly gone for it big time, not least with its star-studded ‘Rip the Script’ TV commercial which ran during half-time on ITV last night.
Described as “a rallying cry for young players everywhere”, the all-action mega budget short film features the likes of star names of the sport including Cristiano Ronaldo, Kylian Mbappé, Vinícius Júnior and Erling Haaland, as well as football legends Eric Cantona, Ronaldinho, Zlatan Ibrahimović and Didier Drogba.
Even the likes of Kim Kardashian, LeBron James, Travis Scott, Ted Lasso, Kate Scott, Channing Tatum, Young Miko and LISA make cameo appearances, entertained and amused by the mad brilliance unfolding around them – and reinforcing Nike’s belief that football’s influence reaches far beyond the game.
Channing Tatum and Norway star striker Erling Haaland in Nike’s ‘Rip the Script’ TV commercial
“We were intentional in choosing every cast member in the film, and we had fun and leaned into the playfulness of their roles,” said Enrico Balleri, VP, Creative Director and Global Brand Voice at Nike. “We knew Kim, for example, takes Saint (her son) to play football, so we created a whole ‘soccer mom’ persona for her, and in later extensions of the film, we’ll build and deepen that storyline. A cast that reflected an authenticity and a real connection to football was crucial to us.”
Add to that, of course, there’s plenty of new Nike kits and boots on show in the commercial to get young fans – and old – heading to the brand’s website and stores.
The US sportswear giant has also unveiled various collaborations, including one with Palace and the England national team – a football-inspired capsule merging England heritage with Palace’s streetwear aesthetic. There’s varsity-style jackets, graphic tees, tracksuits and St. George’s Cross jerseys.
Another one is with Virgil Abloh Archive and the US men’s national team, inspired by classic Off-White aesthetics, as well as a collab with Jacquemus and the French Football Association for ‘Les Bleus’ (the tournament’s favourites).
Over at Adidas Originals comes a collaboration with designer Willy Chavarria (who was born in California to a Mexican-American father and an Irish-American mother) and Selección Nacional de México World Cup. The collection is inspired by the spirit of Mexican football culture, featuring the designer’s signature silhouettes and including oversized jerseys, tailored tracksuits, long shorts and reworked footwear styles.
Others getting in on the World Cup act include Balenciaga with its ‘Soccer Series’, a capsule including track jackets, shorts and jerseys with calligraphy based on Creative Director Pierpaolo Picciolo’s own handwriting. An accompanying campaign stars World Freestyle Football Champion, Tristan Gac.
On a more affordable note, there’s Gap x FIFA, a five-piece collection of vintage-inspired merchandise including a jersey, a hoodie and a ball cap, designed by American fashion designer and stylist, Ouigi Theodore.
Elsewhere, Stockholm-based Scandinavian men’s footwear brand CQP has created the all-new ‘Stillo’ sneaker, described as “a tribute to the beautiful game”. The ultra-sleek shoe is inspired by vintage 80s football boots, handmade in Portugal.
Another big sportswear brand getting in on the action is Puma with the launch of its ‘NITRO 7’ football boot, described as the brand’s “most significant move in football to date”.
PUMA NITRO launch event in Los Angeles
For five years, NITRO has been the technology that redefined what fast means on the running track. Now, for the first time, it’s in a football boot, and it will be worn on the pitch at this summer’s tournament. The brand also opened the Puma NITRO Lab at an event in Los Angeles yesterday to coincide with the start of the World Cup.
Dominique Gathier, VP of Teamsport at Puma, commented: “The Ultra NITRO 7 will make its debut on the pitch at the biggest tournament in the world, worn by players like Pulisic, Dalot, Gakpo and others.
“With the Puma NITRO Lab, we have created the space to show Puma’s ambition to bring innovation to football, always with the obsession to help athletes perform at their best. This includes groundbreaking footwear featuring NITRO, our new performance ball which also features NITRO, and the strongest kit line-up we’ve assembled – all engineered for the biggest stage.”
There’s also been some unlikely candidates releasing timely products. Drawing on its back catalogue, heritage British footwear brand Clarks, which celebrated its 200th anniversary in 2025, relaunched its ‘Cica’ kids’ football trainer from the 90s in May, ahead of the World Cup. The original campaign for the Cica trainer was fronted by David Beckham and the relaunch taps into the continued nostalgia surrounding 90s football culture.
Back on the fashion front, London-based menswear brand Percival, which unveiled its refurbished Soho flagship at 7 Marshall Street in February, which features a permanent in-store vinyl listening bar created in partnership with Monkey Shoulder, has launched a limited-edition ‘Speyside’ football shirt in partnership with the Scottish malt whisky brand. It’s manufactured by Admiral, which famously made the 1970s and early 80s England kits, and finished with Percival’s signature attention to detail.
Chris Gove, founder and Creative Director of Percival, said: “The shirt is a subversive reinterpretation of the classic football kit. Less match day uniform, more wearable artwork.
“Where traditional tournament merchandise often plays it safe, Percival and Monkey Shoulder wanted to create something that pushes football inspired style into a more elevated and fashion led space.”
To celebrate the limited-edition jersey, Percival and Monkey Shoulder will host an exclusive launch event at the brand’s Soho store on Thursday 18 June.
Percival x Monkey Shoulder collaboration
Dressing the England team as they aim to end 60 years of hurt since claiming the World Cup in 1966, is Marks and Spencer, which has been the official outfitter of the England national team since 2007. This time, the 12-piece Autograph collection embraces more casual styles compared to the formal styles of the past, across t-shirts, sporty blazers, jackets, overshirts and loafers – now available for fans to buy online and in selected M&S stores across the UK too.
The England team will sport the new collection when they arrive for their World Cup opener against Croatia next Wednesday evening in Dallas.
Following in-depth customer research, M&S found that football is the most watched sport among its customers, with 75% actively following the game, underscoring a strong audience connection. With 77% of men and 49% of women planning to watch this summer’s tournament, the latest partnership reflects football’s unmatched scale and appeal.
Mitch Hughes, Director of Menswear at M&S, said: “Our long-standing partnership with the FA continues to evolve, and this collection starts a new chapter in our approach to modern formalwear for the England senior men’s team. Designed as a refined 12-piece edit, it balances elevated tailoring with versatile staples that move seamlessly beyond the pitch.
“Ease and functionality remain central, with technical details including bi-stretch fabrication for comfort – and great for travelling – alongside breathable and storm wear finishes, suited to unpredictable weather conditions. This season the focus has been on creating a flexible wardrobe that gives players the freedom to express their individual style while still delivering a strong, cohesive look.”
Meanwhile, organisers of the World Cup, the Fédération Internationale de Football Association (FIFA) has called on Italian fashion brand Boggi Milano to be its official formalwear outfitter. The new four-year partnership debuted at the final draw in Washington DC, where Boggi Milano supplied formalwear for FIFA representatives. The collaboration includes a licensed apparel collection, “blending contemporary style with football’s global identity”.
Clark’s ‘Cica’ kids’ football trainer
Of course, a World Cup would seem odd without a major campaign from Sports Direct these days, and the retailer duly obliged with the launch of its ‘When Football Was Football’ TV ad in early June.
It’s in partnership with retro football shirt supplier Score Draw, tapping into the growing demand for heritage kits and nostalgia (and no doubt a great alternative to the hefty cost of modern day replica kits).
The campaign, which is also now running across radio, digital, out-of-home (OOH) and social media, is fronted by Steve Bracknall, the passionate fictional character created by Sheffield musician and actor Chris McClure. He is the ‘assistant manager’ of the made-up Sunday League team Royal Oak FC and is known for his popular TikTok and Instagram videos, as well as the BBC Sounds and YouTube podcast series ‘Game’s Gone’.
In the campaign short film and imagery, Bracknall wears a Score Draw version of England’s third kit from 1990, a retro fan favourite which is now discounted to £35 (previously £49.99), or just £28 for customers signed up to Frasers Plus membership.
Set on a “culturally rooted football street”, aptly named ‘Bracknall Street’, the film celebrates the places, personalities and communities connected by a love of football, with Bracknall delivering a passionate speech alongside a cast of personalities united by football culture.
They include former Rangers and Scotland footballer – and popular TV and radio pundit – Ally McCoist (in a retro 90s Scotland away shirt), as well as David Bentley, Adebayo Akinfenwa, Olivia Buzaglo, John Hemmingham, Andy Milne, Natalie Pike, Loose and Freda Ayy.
Sports Direct’s retro collection from Score Draw includes replica versions of the iconic 1996 England shirt, originally worn by stars such as Paul Gascoigne, and the 2004 shirt famously worn by David Beckham, plus other classics including England’s 1982 and 1990 shirts.
Sport’s Direct FIFA World Cup commercial
For Scotland fans, celebrating qualification for the World Cup for the first time since 1998, there are classic shirts including the 1996 shirt, as worn by the likes of McCoist and Gary McAllister.
A Sports Direct spokesperson said: “’When Football Was Football’ is a celebration of the traditions, personalities, and shirts that made fans fall in love with the game, while connecting that nostalgia to a new generation.
“As the home of retro football shirts, this campaign firmly positions Sports Direct at the centre of football culture throughout the tournament.”
Sports Direct will also bring the campaign to life through fan experiences, including nights hosted by Steve Bracknall and a road trip following England games across host cities during the tournament.
Adding to that, on Wednesday, Sports Direct launched a new partnership with on-demand delivery platform Zapp, to bring FIFA World Cup merchandise to fans across the capital in as little as 20 minutes.
The partnership reflects a shared ambition to make major sporting moments more accessible, “bringing fans closer to the action through instant access to the products that help them feel part of the game”. Even the tills at the retailer will be playing ‘It’s Coming Home.’
Customers can order World Cup merchandise alongside drinks, snacks and match-day essentials in a single order, delivered in minutes, around the clock. England fixtures are expected to be among the busiest events of the year on Zapp.
With many World Cup matches kicking off late at night for fans in London, demand will be increasingly driven by last minute purchases, with 78% of football-related orders placed within 90 minutes of kick-off, outside of regular retail hours.
A Sports Direct spokesperson commented: “The FIFA World Cup is one of the biggest moments in the global sporting calendar. Through our partnership with Zapp, we’re extending access to our FIFA World Cup 2026 range across London, combining Sports Direct’s industry leading football offering with Zapp’s on-demand delivery capabilities.
Sports Direct’s FIFA World Cup commercial
“The partnership reflects our continued focus on meeting customer demand and providing fans with greater accessibility to official merchandise throughout the competition.”
Ready for the half-time rush to the loo, and useful for cleaning up oneself after matches too, US men’s grooming brand Dr. Squatch has even become an official sponsor the FIFA World Cup. As such, it has launched a limited-edition ‘Golden Glory’ bar of soap, as well as sweepstakes offering fans a chance to win two tickets to the final in New York City on 19 July, complete with a four-night hotel stay in the Big Apple and $1,600 spending money.
John Ludeke, Chief Brand Officer at Dr. Squatch, said: “This partnership represents a major milestone for Dr. Squatch as we expand into global sports marketing.
“The FIFA World Cup is the world’s most watched sporting event, and this sponsorship allows us to connect with fans during a cultural moment that bridges sport, national pride and daily rituals.” Bring it on.
