Football news and archive

West Ham United goes bleach blue for 2026/27 New Balance third kit

East London football club West Ham United has unveiled its 2026/27 third kit, made by US sportswear brand New Balance, with the men's team's season opener only days away, according to a press release. Rendered in a bleach blue with fluid tonal graphics, the design draws, according to the club, on West Ham's anthem and on East London. Modelling...

Fashion

Pinterest moves into professional football with Brighton Women

Visual discovery engine and social media platform Pinterest is strengthening its presence in women’s sport by becoming the first-ever solo shirt sponsor for Brighton and Hove Albion Women, which compete in England's Women’s Super League. The four-year deal will see Pinterest’s logo adorning the back of Brighton and Hove Albion Women’s football...

Fashion

Adidas apologises for plethora of pink boots at World Cup

Adidas on Thursday apologised for a surfeit of pink boots at the World Cup, saying that it was a coincidence that they were sported by a striking number of players. Asked by AFP about the unusual uniformity of boot colours during a press conference on the company's quarterly results, Adidas CEO Bjorn Gulden said "it was an accident". "I think...

Fashion

World cup auction raises over 650,000 dollars with fashion and memorabilia

An online auction by auction house Christie's has raised 652,630 dollars from the sale of fashion items, sports memorabilia and other objects related to the FIFA World Cup 2026, according to the results of the online auction One Goal: An Auction to Benefit the FIFA Global Citizen Education Fund. The auction consisted of 27 lots. The entire...

Fashion

Dsquared2 becomes fashion partner of AS Roma

Dsquared2 and the football club AS Roma have entered into a multi-year partnership, under which the Italian luxury brand will design the official off-pitch attire. Starting with the 2026/27 season, Dsquared2 will exclusively design the formal and casual attire for the players of the men's and women's first teams, as well as for the coaching...

Culture

Loewe celebrates Spain's second World Cup with a commemorative photo collection

Madrid – The Spanish national team's historic victory in the 2026 FIFA World Cup has dominated the news all week, including within the fashion sector. To celebrate this well-deserved triumph, Spanish house Loewe has released a collection of photographs by creative Hannah Coen. Coen, a London-based creative, has a well-established career in...

Member

Business

Rains becomes main sponsor of Copenhagen football club B.93

Danish lifestyle brand Rains is set to become the main sponsor of Copenhagen football club B.93. The contract, which applies to the men's first team, will commence from the 2026/2027 season. The idea behind the partnership is rooted in Rains' origins as a rainwear specialist. The club is based in Østerbro, where it rains approximately 170 days a...

FashionPress Release

Kick-off in Barcelona: Foot Locker and adidas host The Block Cup

US footwear retailer Foot Locker and German sportswear brand adidas have staged 'The Block Cup', a football and culture event in Barcelona, according to a press release. Held on 1 July at the Play Now Barcelona space, the event was created with Afrobrunch, a cultural platform that has supported the Afro community in Spain since 2022. The...

Fashion

Adidas versus Nike: Guerilla marketing ahead of DFB switch

Adidas will soon have to hand over the German national football team to its rival, Nike. At the World Cup, the sportswear giants are teasing each other. Nike could not pass up this perfect opportunity; the pun on the location was simply too good. “Hello New Jersey,” read a huge Jamal Musiala banner that the US sportswear giant's advertising...

Featured

Fashion |Interview

Snipes buyers on why football is no longer a trend, but part of streetwear's DNA

Football is no longer a trend, but an integral part of streetwear. The kits and styles have become indispensable to street style looks, even outside of major tournaments. Overall, sport seems to be having its moment in fashion. This ranges from growing lifestyle categories and the hype around the men's World Cup to the racing bike as an...

BusinessPress Release

Unisport introduces Zoai: Probably the World's first AI Nike football boot expert

Unisport, the football retailer founded in Copenhagen with over 30 years of boot expertise, today announces the launch of Zoai: a first-of-its-kind AI powered creator and Nike boot expert, available now online. With the biggest tournament of the year officially underway, millions of players and fans are looking for guidance on which Nike boots...

Featured

Retail

Macy's, Dick's, Target, Walmart: How major US retailers are leveraging the FIFA World Cup 2026

With the opening whistle of the FIFA World Cup 2026 blowing today, a month-long celebration of football–or soccer–begins across the host nations of the US, Canada, and Mexico. The event is expected to contribute 30.5 billion dollars to the US gross economic output alone, according to Goaleconomy, with retail and real estate positioned as sectors...