The $30 million toe in the water

As the 2026 FIFA World Cup approaches, fashion and lifestyle brands are rolling out collections inspired by football culture and national pride. According to a recent report, the market for World Cup-themed merchandise is expected to reach $30 million in the first year alone.

From Puma's Trvl Wear collection to Axia Time's custom timepieces, here's a roundup of the most notable releases.

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The 2026 FIFA World Cup is set to kick off on June 11, and brands from various sectors are already leveraging the global football fever. Before the games begin, WWD highlights some of the most notable fashion and lifestyle collections inspired by the event.

Puma's new Trvl Wear collection, launching on June 4, pays homage to the brand's football heritage through the lens of designer Teddy Santis. The collection features iconic silhouettes like the King franchise, along with designs inspired by national football federations from around the world.

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Meanwhile, Axia Time is creating custom timepieces for fans, with each country having its own iteration of the brand's flagship Argos piece.

'The FIFA World Cup is one of the most-watched sporting events in the world,' said John Kanaras, founder and CEO of Axia Time. 'At Axia, we believe moments like this deserve to be remembered in a way that lasts.'

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Urban Outfitters is also getting in on the action with an immersive fan experience and vintage-inspired jersey collection.

Elsewhere, Kith and Palace Skateboards have collaborated with Nike to create World Cup-inspired collections, while Guinness has partnered with Sophia Yeshi to design limited-edition packaging and jerseys.

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Express, Rosewood , I.Am. Gia, Cole Haan, and Pelican have also launched or will launch World Cup-inspired collections or products.

As the World Cup approaches, brands are taking a chance on the global football fever, hoping to score big with their World Cup-inspired collections.

Broader context

The World Cup is one of the most-watched sporting events in the world, with a global audience of over 3.5 billion people.. The event is a significant opportuity for brands to tap into the global football culture and create memorable experiences for fans.

According to a recent report, the market for World Cup-themed merchandise is expected to reach $30 million in the first year alone.

Open questions

As the World Cup approaches, there are still many unanswered questions about the impact of these collections on the globl football culture. will these collections help to increase the popularity of football among non-fans? Will they contribute to the growth of the global football market?

Only time will tell, but one thing is certain - the World Cup is a significant opportunity for brnads to create memorable experiences for fans.