HOW about these figures: The build-up to the 2026 World Cup—which ended with Spain beating Argentina (and retiring Lionel Messi with less glory than he would have wanted) and becoming the new kings of football—earned an estimated US$5.6 billion in media impact value (MIV), dwarfing the US$1.6 billion MIV of its closest competition, the US NBA finals, according to data and tech company Launchmetrics.
So reported Lei Takanishi in the Business of Fashion (BoF) last July 20, writing on the mammoth sporting event’s biggest fashion moments during its June 11 to July 19 run. The numbers were due to what Takanishi called “a mix of reactive tactics, organic player influence, and high-heat collaborations,” which made fashion the biggest winner next to Spain (and arguably so, as second-placer Argentina has been under fire for dirty play). Louis Vuitton may have been the major sponsor of the 2024 Paris Olympics, but they still provided the familiar trunk for the much-coveted World Cup trophy.
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- Kim Kardashian in ‘Rip the Script’
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- Timothee Chalemet in ‘Backyard Legends’
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- France’s Kylian Mbappe in ‘Rip the Script’
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- England’s Jude Bellingham and Spain’s Lamine Yamal seen from the rear-view mirror in Adidas’ ‘Backyard Legends’ ad
According to the BoF report, Nike and Adidas led the fray with lengthy star-studded campaign ads. Nike’s incredible six-minute Rip the Script (MIV: $60.7 million) topped the game, featuring cameos by LeBron James, Channing Tatum, and Kim Kardashian (but why?), along with football current superstars Kylian Mbappe of France, Erling Haaland of Norway, and more. In second place was Adidas’ also fun but not so dazzling Backyard Legends (MIV: $22.4 million), headlined by actor Timothée Chalamét (no, we haven’t forgiven him for dissing opera and ballet) and singer Bad Bunny, and featuring younger versions of David Beckham and Zinadine Zidane, alongside Argentina’s Lionel Messi, Spain’s Lamine Yamal, and England’s Jude Bellingham. Still, Adidas also received noteworthy exposure, with the label appearing on balls and referee uniforms, and on 14 team jerseys (versus Nike’s 12 teams).
Meanwhile, in this world of interesting new parameters, the BoF report added, there’s also the biggest earned media value (EMV) earned by a single social media post, which was a real fashion moment: TikToks of Team France departing for the games with luxury luggage!
Erling Haaland and his Hermès HAC ‘End of the Road’
Bloomberg also reported how the finals “capped a successful tournament, drawing record crowds despite record ticket prices and FIFA revenues that surpassed expectations.” The finals game was also considered “an economic boon for New York City,” as neighboring New Jersey hosted the match.
Haaland became an unofficial ambassador of Hermès’ HAC (Haut à Courroies)
One of the biggest stars and the hands-down sweetheart of this World Cup, Norway’s Erling Haaland, was loved not just for his crazy skills but also his humility. Already endorsing Dolce & Gabbana since 2023, Takanishi reported, Haaland became an unofficial ambassador of Hermès’ HAC (Haut à Courroies) collection, a more manly line of big bags originally used for carrying equestrian gear—sort of like a Birkin on steroids, and which we last saw on BTS Suga. The Norwegian striker’s Hermès collection soon became news, including our fave, the canvas-and-leather “Endless Road” HAC featuring a painting on its side inspired by artist David Hockney.
BTS at the World Cup 2026 half-time show (Photo from Getty Images)
Speaking of BTS, the South Korean superband charmed fans again by appearing for the World Cup half-time show at the MetLife Stadium in New Jersey—the first ever for a World Cup final—in their slippered feet, before changing into their Red Devils-inspired outfits (that’s the name for supporters of the South Korean national football team) for their dynamic performance of Dynamite. They performed with Madonna (who opened the show, looking a trifle fragile), Justin Bieber (terribly out of place), conductor Gustavo Dudamel, and a luminous Shakira, who sang with Nigerian rapper Burna Boy. Plus, the Muppets were there!
It was heartwarming seeing BTS jumping around with all the other singers, including the kids from the PS 22 Chorus—and no, they didn’t need to jostle to be at the front of the line!
As Takanishi wrote, this early, the angling for 2030 must begin. She quotes David Skilling, founder of sports business newsletter Faze 3 Sports: “Brands wanting to enter the next World Cup must ask how they can add to the culture rather than take from it.”
