30/10/2026
How do you build a campaign around one of the biggest cultural moments in sport?
For x ’s World Cup 2026 campaign, we set out to explore how football fandom lives beyond the pitch - through personal style, identity and self-expression.
From five federations to bold styling in colour-washed worlds, every detail was designed to make each kit feel distinctly individual.
In our latest In The Making, we go behind the scenes with the team bringing the campaign to life, from the first creative decisions to the production challenges and collaborations that shaped the final result.
