The 2026 World Cup officially kicks off on June 11 and accessory, fashion and lifestyle brands from across the globe are already capitalizing on the international football fever. Before the games officially begin, WWD breaks down some of the most high-profile World Cup collaborations and collections inspired by the global sport event.
Puma x Salehe Bembury Trvl Wear Collection
Puma worked with longtime partner and designer Salehe Bembury on the new Trvl Wear collection inspired by football culture and sport. Officially launching on June 4, the collection spotlights Puma’s legacy football silhouettes, among them the King franchise, through Bembury’s own lens. The collection also draws from Puma’s national football federations, including Portugal, Morocco, Ghana, Paraguay, Senegal, Côte d’Ivoire, Czech Republic, Switzerland, New Zealand, Austria and Egypt.
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Axia Time
Axia Time introduces a collection of timepieces inspired by each country participating in the 2026 World Cup. Now available, and with a new drop each week, countries from England to Japan, Portugal, Mexico, Brazil, France and more each have their own Axia Time-designed Argos, the brand’s flagship piece, iteration.
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“The FIFA World Cup is one of the most-watched sporting events in the world. Billions of people will tune in, united by pride, passion and national identity,” said John Kanaras, founder and chief executive officer of Axia Time.
“At Axia, we believe moments like this deserve to be remembered in a way that lasts. It’s an honor to create timepieces that capture a moment that matters deeply and give people a way to carry that experience with them for years to come.”
Urban Outfitters
Urban Outfitters is embracing the World Cup craze with an immersive fan experience and vintage-inspired collection of jerseys. The fan activation will feature live music, exclusive giveaways and in-store moments for the Brazil vs. Morocco match in New York City on June 13. On Urban Outfitters official website and in the brand’s stores, vintage-style jerseys and apparel will celebrate teams from across the globe.
Kith and Adidas Football with Lionel Messi
Releasing globally on Friday, in time for the 2026 World Cup, Kith’s partnership with Lionel Messi and Adidas football commemorates 20 years since the athlete’s debut and Kith’s 15th anniversary. The on-pitch and off-field offerings include selections from jerseys commemorating pivotal moments in Messi’s career, to a washed denim jacket and matching shorts, a knit polo, wool tracksuits, a leather duffel bag and more. Six footwear styles were also created for the collaborative collection.
Palace Skateboards and Nike
Palace Skateboards and Nike’s ongoing partnership continues with a new World Cup-inspired collection celebrating England. The campaign film for the collaboration features English soccer manager Wayne Rooney and Jill Scott.
Guinness and Art of Football
Guinness celebrates the 2026 World Cup with a Guinness Draught Stout pack designed by Sophia Yeshi, a Brooklyn-based illustrator and designer. The iconic drink’s cream and Guinness black tones are contrasted by bursts of bright green and blue on four- and eight-packs for a limited time.
Along with the Guinness pack design, this collaboration include a fan-led brand Art Of for a limited-edition jersey only available in North America. The jersey is available for purchase beginning June 8.
Express and Walker Zimmerman
American soccer star Walker Zimmerman stars in Express’ new Style Goals campaign ahead of the 2026 World Cup. The collection spotlights versatile pieces from elevated athleisure, denim and tailoring, among others.
I.Am.Gia
Australian brand I.Am.Gia launched a new line of Gia Sport pieces with inspiration drawn from the teams competing in the 2026 World Cup. Track pants, lace-up T-shirts and swimwear, among other pieces, feature throughout the collection in colorways reflective of competing teams.
Cole Haan
Global footwear brand Cole Haan will introduce two new soccer-inspired styles in time for the 2026 World Cup. The GrandPro Turf Skyweave, retailing for $210, and GrandPro Turf 2.0, retailing for $155, takes soccer style from the field to an everyday essential.
Pelican
Available now, Pelican’s launched a limited-edition collection of translucent micro cases that merge the brand’s staple military-grade protection with country-specific World Cup designs.
Nuuly
Apparel rental brand Nuuly will have jerseys, team colors and sporty staples available for rent during the 2026 World Cup. Shoppers can rent up to six items a month for $98 and choose from thousands of styles and 100 brands.