Style / Fashion
The Fashion and Lifestyle Brands Backing Football’s Biggest Stars
Beyond the field, today’s World Cup icons are dominating luxury fashion houses and brands are no longer just looking to advertise, but are instead investing in the footballers themselves
Jul 07, 2026 | By Ashley Tan Peishan
The FIFA World Cup has always been the ultimate stage for athletic legacy, but today, the battle for global dominance is being fought just as fiercely in the commercial arena. As the tournament captivates billions of onlookers worldwide, top football players are transcending their roles as mere athletes to become the world’s most powerful brand ambassadors. Armed with undeniable reach and cultural influence, stars like Lionel Messi, Cristiano Ronaldo, and Kylian Mbappé are no longer restricted to traditional sportswear deals. Today, icons like Jude Bellingham are reshaping luxury fashion with Louis Vuitton, while next-generation talents like Rafael Leão bridge the gap between elite sports and youth culture.
Kylian Mbappé, France
France’s Kylian Mbappé evolved from a teenage prodigy into a global icon. He has carried the World Cup trophy and achieved many astonishing feats in the football industry before hitting his prime. Beyond the field, Mbappé holds a tight portfolio of brand endorsements. As their brand ambassador, he fronts Kim Jones’ tailored men’s collection as well as their Sauvage fragrance line, allowing him to give the brand a clean-cut image that resonates with younger audiences
There is also Hublot, the luxury Swiss watch brand’s identity relies on precision timing and craftsmanship and those traits align with Mbappe’s play style on the field. Joining them in 2018, he became one of the rare active players to represent the house – placing him alongside the legendary Pele
Besides luxury brands, his endorsement extends out to more lifestyle-driven brands such as Oakley. Known for disruptive, high-performance tech in the industry, these aligns with Mbappé’s values as an active professional playing athlete
Jude Bellingham, England
Jude Bellingham is one of the next generational footballers, having secured major club trophies and played for clubs like Real Madrid and Borussia Dortmund. His influence has triggered an explosion in his commercial marketability — making him the center-piece of massive global campaigns
Bellingham’s personal style aligns with Pharrell Williams’ vision for Louis Vuitton, earning him a spot as a brand ambassador, or “Friend of the House.” His global appeal and achievements have made him a central figure in their menswear campaigns, particularly featuring Pharrell Williams’ collections. Then there is SKIMS. With its expansion into menswear, Bellingham became a brand ambassador due to his massive global popularity, performance at the UEFA Euro 2024 Championships, and youthful appeal. Choosing Bellingham allows SKIMS to solidify its presence in the men’s fashion industry and appeal to a broader demographic.
Outside of fashion brands, Bellingham is also partnered with the men’s grooming brand, Onside, as their ambassador. Designed for an active lifestyle and athletic performance, he represents the “skin in motion” narrative. As one of the key representatives of the new generation of football, Bellingham is also signed with Adidas, being the main face of the Predator boot line and has released his own signature clothing line under Adidas Originals called the JB collection —which launched in summer 2024 and features 1970s-inspired capsules.
Cristiano Ronaldo, Portugal
One of the most widely known and influential footballers globally, Cristiano Ronaldo has been dominating the sport on the field for more than two decades, amassing over 900 official career goals, 32 senior club trophies, and 5 Ballon d’Or awards
Ronaldo represents a lifetime ambassador role with Nike, signing a contract that is on the same tier as LeBron James. Aside from his presence on the field that serves as a direct translation for Nike’s performance gear, he possesses a massive and unparalleled reach and his immense influence and marketability have proven to directly boost global sales
Another key partnership to note is with Jacob & Co. What started out as a standard brand endorsement has evolved into a 20-year-long friendship with the founder, Jacob Arabo. Both are recognized as self-made powerhouses through their shared discipline and determination. Ronaldo was an avid collector of the brand’s timepieces before becoming their first male ambassador in 2013; to honor his most iconic on-field moments, timepieces like the “Flight of CR7” and “Heart of CR7” were designed specifically with that purpose.
Aside from external brand deals, Ronaldo has built his own business-lifestyle empire named CR7, which is a combination of his initials and iconic jersey number. Launched in 2013, his brand has grown and expanded into various industries and markets, including fashion, fragrance, wellness tech, and luxury hospitality. A few notable examples include the CR7 Fitness Gym by Crunch, the Pestana CR7 hotel chain, and his own signature line, CR7 Fragrances
Lionel Messi, Argentina
Famed for leading Argentina to the 2022 FIFA World Cup title, Lionel Messi is a global icon who has built a legendary play style on the field, where his name carries more weight than anything else. His core partnership is with Adidas, signed in 2006, which later evolved into a lifetime contract in 2017. Because both parties value a dedication to performance and a family-oriented ethos, this allows Adidas to build a consistent story around his legacy. From custom F50 boots to lifestyle apparel, the brand treats Messi as its golden child.
Following his joint campaign with Cristiano Ronaldo for Louis Vuitton’s “Victory is a State of Mind” advertisement before the 2022 World Cup that went viral and became widely celebrated — Messi became the face of Louis Vuitton’s “Horizons Never End” luggage campaign in 2023, stepping up as the brand ambassador for their travel and fashion lines. Similar to Adidas, Louis Vuitton’s values and aesthetics align with Messi’s family-oriented, clean, and sleek traits
Messi’s influence doesn’t stop there; he is also a brand ambassador and collaborative partner for the Swiss luxury watch brand, Jacob & Co. Having co-produced multiple high-end timepieces, the most notable is the Epic X Chrono Messi limited series, which features design elements honoring Messi’s Argentine heritage, his jersey number, and a personalized “M” initial logo
Outside of standard brand endorsements, Messi turned his personal passion for fragrances into his entry ticket into the beauty market: Messi Fragrance. Instead of signing on simply to be the face of an established brand, Messi chose to partner with Game On Product Group and renowned perfumer Frank Voelkl. Together, they launched scents that reflect exactly who Messi is, making them accessible to fans worldwide
Vinicius Junior, Brazil
Vinicius Junior is famed for his incredible pace and match-winning performances for Real Madrid and Brazil’s national team. Beyond sports, he is also known to be an outspoken figure who speaks up against racism in football, leading to his nomination as a UNESCO Goodwill Ambassador
Nike serves as his longest-running partnership, though there was a minor dispute in the midst of their partnership, it was resolved and a long-term extension was signed — allowing Vinicius Junior to be one of the faces of the brand alongside Kylian Mbappé. He frequently wears the low-cut Nike Vapor 17 cleats and has actively collaborated on exclusive signature colorways
Another brand built on the same values as Vinicius Junior is HUGO BOSS, where he serves as a global ambassador and the main face for their BOSS Bottled Beyond Fragrance campaign alongside actor Bradley Cooper and musician Maluma—highlighting that success is built on confidence and peer empowerment. Vinicius Junior has also headlined major global campaigns for Apple, with the recent one featuring the AirPods Pro 3—timed to coincide with the opening of the 2026 FIFA World Cup and meant to highlight the Active Noise Cancellation features.
Rafael Leão, Portugal
While known for being a key member of the Portugal national team and a dominant presence as a left winger, he is also recognized for his creative pursuits as a hip-hop artist under the moniker Way 45. Rafael Leão serves as a prominent ambassador for Off-White. While Off-White is the official style and culture curator for AC Milan, he is also the club’s star player and the one who bridges the worlds of high fashion, youth culture, and professional football — Rafael Leão fully embodies the demographic that Off-White is seeking to appeal to, as he is active in the streetwear scene and even runs his own apparel line called, “Son is Son.”
Despite not being an official ambassador for Prada and Gucci, Rafael Leão frequently models for both luxury fashion houses. Taking inspiration from his dad’s love for fashion, he grew up viewing fashion as an extension of his identity. Playing for AC Milan allowed him to immerse himself in one of the fashion capitals of the world—using Milan Fashion Week as a runway for his personal aesthetics
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