The phenomenon of the tunnel walk, originating in the NBA and defined by players arriving at the stadium in front of cameras worldwide, has become the focal point of brand communication.
For the 2026 FIFA world cupco-hosted by the United States, Canada and Mexico, fashion labels have had to compete fiercely to win the favor of national teams. From classic or luxury ready-to-wear, to long-standing partnerships or one-off collaborations, FashionNetwork.com surveys the outfitters kitting out players at this World Cup.
The France national team, among the World Cup favourites, has turned the tunnel walk into a signature, with players’ arrivals at Clairefontaine during every training camp. While players are free to choose their outfits upon arrival, they have historically worn suits supplied by Maison Smalto. But this year, the team’s kit supplier, Nikestole the show by teaming up with luxury brand Jacquemus to create a capsule (made up of a shirt, shorts, jacket, and joggers) celebrating fashion and football.
Historical and cultural nodes
This collaboration between a fashion house and the France team has stirred supporters of Les Bleus, and the pieces, available from June 16, are already highly coveted. Oregon-based giant Nike understands that to dominate the market, it is no longer enough to simply supply shirts. By orchestrating collaborations between its national teams and culturally powerful labels, the Swoosh is securing unprecedented visibility in fashion magazines and on social media.
In England, the choice of Palace Skateboards is a masterstroke for capturing Gen Z. By fusing the Three Lions’ heritage with the irreverence of London skate culture, Nike turns the players’ travel wardrobe into an ultra-limited capsule collection, generating hype akin to a streetwear drop. The collection draws inspiration from symbols emblematic of medieval England. Beyond this capsule, the England team continues its partnership with Marks & Spencer, begun in 2022.
Luxury, loyalty and brand image
La Roja, Spain’s national team, has chosen the luxury label Loeweunder the creative direction of Jonathan Anderson. The brand, which regularly tops the list ranking of the most desirable labels, has signed its first major sporting partnership and will dress La Roja for the 2026 and 2030 World Cups. The aim of the Royal Spanish Football Federation is to elevate La Roja’s image towards a sophisticated ‘quiet luxury’ aesthetic. For Loewe, this collaboration is a way of reaffirming its Spanish identity.
This choice marks a turning point for federations, which are now seeking to harness the prestige of fashion houses to attract a high-end international clientele. The Japan national team, whose players are nicknamed “Samurai Blue”, has remained loyal to the British brand. Dunhill for more than twenty-five years. The 2026 collection features blue-hued three-piece suits and silk pocket squares with Japanese woodblock print motifs.
An idyll between fashion and sport marred by advertising saturation?
Portugal, with Sacoor Brothers, has positioned itself in the “technical tailoring” niche. Faced with the climatic and logistical challenges of a tournament spanning an entire continent, the Portuguese brand has developed innovative fabrics capable of regulating body temperature.
Here, functionality comes first, addressing the real needs of elite athletes constantly on the move. It is worth noting that teams will regularly have to fly between the three host countries and within each of them.
The United States, for its part, is using the World Cup as a showcase for its cultural power. Drawing on the archives of designer Virgil Abloh, who died in 2021, the US national team pays tribute to the Off White aesthetic that revolutionized menswear, in a collaboration led by Nike. Hugo Boss is handling the suits. Canada is not to be outdone, tapping into Drake’s global influence via his streetwear label Nocta for tracksuits. This collaboration goes beyond sport to form part of a global merchandising strategy, where garments become collectors’ items for music fans and football supporters alike. For its more classic outfits, the Canadian team is partnering with the luxury tailoring brand, Samuelsohn.
For ready-to-wear brands, these partnerships are no longer merely prestige exercises: they represent a gateway to new markets, although advertising saturation and the decline in corporate marketing budgets (from 9.1% to 7.7% of revenue on average, according to Integral Ad Science) threaten to render their efforts invisible.
For federations, it is an opportunity to diversify their revenue streams by selling not just match shirts, but complete wardrobes. Sport and fashion continue their love affair, barely concealing the battle for visibility.
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