LONDON — Burberry is doubling down on sport and British culture just in time for the World Cup with its fall 2026 campaign “A Good Sport,” which channels the rituals of match day with a star-studded lineup.
The cast mixes Hollywood, sport, and fashion, with “Ted Lasso” lead actor Jason Sudeikis cheering from the stands alongside Romeo Beckham and Thai actor Bright. Jodie Turner-Smith is caught in the pre-game rush, while “Amandaland” actor Lucy Punch waits in line outside a burger van.
Related Articles
“Adolescence” star Stephen Graham plays a Sunday league coach, with Rosie Huntington-Whiteley pacing the touchline as a “yummy mummy.” On-pitch firepower comes from England internationals Declan Rice, Eberechi Eze, and Leah Williamson. They are joined by U.S. defender Naomi Girma and South Korea’s Son Heung-min.
You May Also Like
“Burberry has connected football fans across generations for decades. It’s only right that we celebrate that this summer. There’s a certain attitude to being a good sport that is very British and very Burberry,” said the brand’s chief creative officer Daniel Lee.
Hero products featured in the campaign include trenchcoats, parkas, and Harringtons, cut in lightweight tropical gabardine and silk. Burberry’s signature check appears on staples ranging from polos and buttoned shirts to cashmere scarves and the Lancaster parka. New styles, such as the curved Primrose bag and Knight Runner sneakers, are also covered in check.
The brand’s latest sports-led push dovetails with its growing hospitality footprint, both key components in the Burberry Forward turnaround plan and marketing strategy laid out by chief executive officer Joshua Schulman. Campaigns and activations have all featured tight product edits, culturally plugged-in casting, and high-visibility experiences with the aim of transforming brand heat into growth.
This summer, Burberry is taking over the beach club and terraces of the historic Hôtel Belles Rives in Cap d’Antibes, reworking its check with the hotel’s signature blue across parasols, loungers, director’s chairs, and even the 1920s elevator.
Logos on the jetty, beach doors and ice lollies, plus Burberry-coded cushions and umbrellas, turn the Art Deco landmark — once home to F. Scott Fitzgerald — into a content-ready French Riviera backdrop.
Burberry’s marketing push has been fueling brand awareness, and sales.
For the fiscal year ended March 28, Burberry’s comparable store sales rose 2 percent, versus a 12 percent decline the prior year, with a 5 percent uptick in the fourth quarter and 10 percent growth in both Greater China and North America.
Revenue was flat at constant exchange at 2.42 billion pounds, but the quality of sales improved, with adjusted operating margin climbing to 6.6 percent from 1 percent on the back of higher, full-price sell-through, lower markdowns, and tighter inventory discipline.
Those efforts, coupled with a “good, better, best” pricing ladder that puts trenches and cashmere within clearer reach of aspirational shoppers, helped swing operating profit to 115 million pounds from a 3 million pound loss, and return the group to a 21 million pound net profit from a 75 million pound loss.
Analysts at Citi and RBC have described strategy execution as “firmly on track” and momentum “continued.”