Fashion Brands Partner With Soccer Stars Post World Cup
Fashion brands are partnering with soccer stars like Jude Bellingham and Lamine Yamal, capitalizing on their increased popularity after the World Cup. These partnerships are helping brands tap into the growing US soccer fan base.
Original reporting · digiday.com
Original: “Post World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships”
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Key points from Digiday’s report
- Fashion brands are partnering with soccer stars, inspired by the World Cup's massive global following.
- The US has seen a 10% increase in self-identified soccer fans compared to last year, with around 75 million fans now.
- These partnerships are helping fashion brands tap into the growing US soccer fan base, particularly among Gen Z.
The World Cup may be over, but its impact on the fashion industry is still being felt, according to Digiday. Fashion brands are partnering with soccer stars, inspired by the tournament's massive global following. This residual energy is driving new partnerships between fashion brands and soccer players, with US brands being particularly interested in collaborating with now household names.
Farm Rio, a Brazilian fashion brand, recently announced a partnership with Spanish soccer team Real Madrid, including a capsule collection featuring the team's branding. The collection targets an international audience, with the US being Farm Rio's largest market outside of Brazil. The partnership also includes Adidas and features Real Madrid's star players, such as Jude Bellingham and Vinicius Junior, as the faces of the campaign.
Bellingham's popularity surged in the US during the World Cup, with him gaining roughly 1 million Instagram followers after each match he played. His name became a top trending topic on TikTok, and American women, in particular, have become fans, with some even creating fan edits and sharing them online. This appeal was a factor for Farm Rio, which sees an opportunity to tap into the growing US soccer fan base.
The US has seen a 10% increase in self-identified soccer fans compared to last year, with around 75 million fans now, according to Bloomberg. This growing interest in soccer is driving fashion brands to partner with soccer stars, with American Eagle being another example. The brand began working with Spain's star player, Lamine Yamal, in January and dropped a collaborative collection in September.
American Eagle's partnership with Yamal is a multi-year collaboration, with the brand committing to the athlete and the sport. The collection is part of American Eagle's strategy to tap into the growing soccer fan base, particularly among Gen Z. The brand's president, Jennifer Foyle, stated that soccer attracts a global following, and the partnership with Yamal puts American Eagle at the heart of the fandom.
These partnerships are not limited to the World Cup period, with some brands forming collaborations before the tournament. The success of these partnerships is driving more fashion brands to tap into the soccer fan base, with the US market being a key target. As the soccer fan base continues to grow, it is likely that more fashion brands will partner with soccer stars, capitalizing on their popularity and appeal.
Questions and answers
Why are fashion brands partnering with soccer stars?
Fashion brands are partnering with soccer stars, inspired by the World Cup's massive global following and the growing US soccer fan base.
How many soccer fans are there in the US?
There are around 75 million self-identified soccer fans in the US, a 10% increase compared to last year.
What is the goal of these partnerships for fashion brands?
The goal of these partnerships is to tap into the growing US soccer fan base, particularly among Gen Z, and capitalize on the popularity and appeal of soccer stars.
