Billions of Eyes, Billions in Style: Fashion Marketing at the FIFA World Cup

The FIFA World Cup brings people together from all over the world, and it's not just about soccer. The World Cup is the biggest marketing event for brands in all fields. In the age of Instagram and TikTok, it has become a global platform where sports, fashion, and culture intersect. The tournament has evolved into a style, identity, and business powerhouse festival, with billions of people watching from over 200 countries.

Image Credit: Getty Images, 2025

From the Field to the Catwalk

Initially, football was primarily about jerseys, shorts, and cleats. It's all about limited-edition drops, high-end collaborations, and famous campaigns these days. Nike and Adidas are the two most prominent companies in the world of kits and boots, fiercely competing to maintain their leading positions. Nike dresses Cristiano Ronaldo, Kylian Mbappé, Harry Kane, and Alex Morgan, while Adidas dresses Lionel Messi, Mohamed Salah, Jude Bellingham, and Paulo Dybala. Puma has found its place by teaming up with Neymar Jr., Antoine Griezmann, and Rihanna's Fenty brand.

Fashion houses have also gotten into the game, though. The trophy case at Louis Vuitton is now as famous as the trophies it displays. The viral ad featuring Lionel Messi and Cristiano Ronaldo playing chess on a Louis Vuitton trunk was more than just an advertisement; it was a cultural moment that people discussed on social media. Gucci, Prada, Dior, and Off-White have also dressed athletes for red-carpet events and trips abroad, making it difficult to distinguish between high-end fashion and sportswear.

Athletes as Style Icons

Today's athletes have transcended their roles as mere players; they have ascended to the status of global stars and style icons, inspiring millions with their fashion choices.

• David Beckham was the first to do it, signing with Armani, Adidas, and H&M to show the world that an athlete can also be a fashion icon.

• Cristiano Ronaldo turned his CR7 brand into a lifestyle empire that includes underwear, jeans, and perfumes.

• Lionel Messi, often regarded as humble, has become the face of Adidas' lifestyle campaigns. His 2022 Louis Vuitton appearance demonstrated that fashion can enhance even the most modest individuals' appearance.

• Neymar Jr. worked with Puma and even walked in Balmain-inspired shoots. His bold hair and streetwear style are what set him apart.

• Megan Rapinoe (Nike, Loewe), Alexia Putellas (Adidas), and tennis stars like Serena Williams (Nike x Off-White) demonstrate how women in sports can influence the way people perceive fashion.

  
  

The World Cup makes these people more famous around the world, and every outfit, hairstyle, and endorsement becomes a statement.

Stadiums as Places to Show Off Fashion

During the World Cup, football stadiums are no longer just places to watch games; they have become huge runways. Fans come wearing team jerseys and Nike Air Jordans, Adidas Yeezys, or Gucci sneakers, which makes the terraces look like a mix of streetwear and high fashion. The Nigeria 2018 Nike kit, which is now a fashion icon, sold out in just a few hours. This shows that jerseys are not just uniforms, but also fashion items.

Famous people make things even more glamorous. At the 2022 FIFA World Cup in Qatar, the stands were graced by David Beckham, Kendall Jenner, Bella Hadid, and Jay-Z, all of whom turned the spotlight as much on what they wore as on who they supported. Pharrell Williams, Virgil Abloh, and Kanye West have also incorporated football culture into their work, creating limited-edition collaborations that sold out immediately.

The Digital Fashion Stadium and Social Media

Digital platforms have played a pivotal role in accelerating World Cup marketing. Every outfit becomes a viral moment on Instagram and TikTok, while Bleacher Report's YouTube series, 'The Champions,' seamlessly blends sports and entertainment, engaging a global audience.

• Nike's "You Can't Stop Us" campaign, which mixed sports and storytelling, got millions of views.

• Adidas' "Impossible Is Nothing" became more than just a slogan; it became a way of life, and Messi's campaigns went viral.

• The 2022 Louis Vuitton chess ad with Messi and Ronaldo is one of the most shared sports-fashion images of all time.

  
  

Athletes are now also content creators. Marcus Rashford is a Burberry ambassador, Paul Pogba has modeled for Adidas x Balenciaga, and Son Heung-min works with both Burberry and Calvin Klein. Their personal brands fit perfectly with fashion, which gives the World Cup a lifestyle halo effect.

Brand Wars Off the Field

Some of the biggest fashion and sports companies are fighting for the World Cup. Nike and Adidas are the primary competitors, but New Balance, Puma, and Under Armour are also vying for attention. Off the field, high-end brands such as Dior, Ralph Lauren, and Louis Vuitton are vying to outfit national teams for their official events.

Even quick fashion is getting in on the action. Zara and H&M both released capsule collections inspired by national jerseys, offering regular fans a chance to join in on the World Cup fashion trend. Streetwear brands like Palace and Supreme also get involved in football culture by releasing collaborations that coincide with the World Cup.

For students of fashion marketing, the FIFA World Cup is a real-life example of what they learn in school. It demonstrates how:

• Event marketing creates cultural spectacles.

• Sponsorships and endorsements turn athletes into brand ecosystems.

• Fashion storytelling crosses borders, languages, and demographics.

• Social commerce and digital influence transform campaigns into global conversations.

Students in Raffles' Fashion Marketing & Management program don't just learn these theories; they also use them. Our students plan, carry out, and showcase fashion events that rival those of Nike and Adidas during the World Cup. These events combine creativity with business. These hands-on activities prepare them to change the way fashion is marketed globally.

Professor Simon LEUNIG

President, Raffles Kuala Lumpur, Malaysia

References

Ad Age. (2025). World Cup FAQ: Everything you need to know about FIFA’s global event. Ad Age. https://adage.com/brand-marketing/sports/aa-world-cup-faq/

Getty Images. (2025). The U.S. (along with Mexico and Canada) is hosting the FIFA World Cup event for the first time since 1994 [Photograph]. Ad Age. https://adage.com/brand-marketing/sports/aa-world-cup-faq/

Adidas. (2023). Impossible is nothing [Campaign]. Adidas. https://www.adidas.com

Burberry. (2024). Marcus Rashford campaigns. Burberry. https://www.burberry.com

Louis Vuitton. (2022). Louis Vuitton trophy travel case. Louis Vuitton. https://www.louisvuitton.com

Nike. (2023). You can’t stop us [Campaign]. Nike. https://www.nike.com

Puma. (2023). Forever Faster with Neymar Jr. [Campaign]. Puma. https://www.puma.comtino-luxury/