This piece was first published by Digiday sibling Glossy.
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.
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