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3 months after the World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships

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3 months after the World Cup, fashion brands are tapping soccer stars like Bellingham and Yamal for partnerships

During this summer’s World Cup, fashion brands and the tournament’s stars launched a flurry of collaborations.

The motivation was obvious: It’s the world’s biggest sports event, and all eyes were on the tournament and its players. But now, three months after the World Cup ended in a Spanish victory, the partnerships keep coming. Residual energy from the World Cup is inspiring fashion brands to keep minting new partnerships with star players and teams. For U.S. brands, in particular, many of those players are now household names, adding even more incentive to strike up new partnerships.

Among the latest is Farm Rio, the Brazilian fashion brand, which announced a partnership with the prestigious Spanish soccer team Real Madrid last week. The U.S. is Farm Rio’s largest market outside its home of Brazil, and the collection targets an international audience. The partnership, which also includes Adidas, centers on a capsule collection called the Flamengo Collection, featuring five signature Farm Rio prints over Real Madrid’s signature white colorway. The collection also heavily features Real Madrid’s branding.

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