Loewe's World Cup wardrobe partnership
Luxury fashion house Loewe has entered a four‑year partnership with the Spanish National Football Federation, securing the rights to dress both the men’s and women’s national teams for the 2026, 2027 and 2030 FIFA World Cups. The agreement goes beyond kit design, delivering full travel wardrobes that include tailored suits, casual wear, footwear and leather accessories.
The collection reflects Loewe’s Spanish roots while projecting a global aesthetic. Men’s garments feature a discreet Loewe Anagram embroidered inside the sleeve, a subtle branding touch that players such as Pedri, Rodri and Unai Simón showcased during a photo shoot at the team’s Las Rozas training complex.
Fashion meets football on the global stage
Spain’s football landscape is entering a historic phase: the country will co‑host the 2030 World Cup together with Portugal and Morocco, while the men’s side currently sits second in the FIFA world rankings and the women’s team holds the top spot as reigning champions. The partnership underscores the growing intersection of high fashion and international sport.
Other brands are also leveraging the tournament’s visibility. Nike and Jacquemus recently collaborated on France’s warm‑up kit, Burberry launched its “A Good Sport” campaign starring Premier League stars and USWNT defender Naomi Girma, and Hugo Boss has a similar arrangement with the United States men’s national team. Mackage was named the official outfitter of the Croatian national team.
The commercial tie‑ins extend to broadcast rights, with all matches streamed in the United States via Fox Sports. As the sport’s global profile expands, fashion houses are increasingly seeing football’s massive audience as a runway for brand storytelling.
The collaboration also highlights Spain’s broader sporting ambitions. With the 2030 World Cup set to be hosted on home soil, the federation sees the Loewe deal as a cultural statement that blends tradition with contemporary style. Players and fans alike can expect a sartorial experience that mirrors the nation’s rich design heritage.