In it for the kicks: France x Jacquemus

Well, if you don't like football that much, how do you feel about men's fashion? There's this thing called the FIFA World Cup coming up in June/July, and fans' eyes are avidly on the national teams, the trends, the injuries, the managers' choices, the venues, the politics, and so on and so on. National pride, social connection, and enjoyment are the main pillars of the lucrative branding and advertising opportunity. This campaign, less overwrought than most, takes a clean line through to present France's squad in a strip by fashion company Jacquemus. Like it? “In France, football is more than a sport," says brand founder/owner Simon Porte Jacquemus. "It lives in the everyday moments and has always been part of my life. Working with the French national team means representing a country, a culture, and unforgettable moments. It means the world to me.” After studying fashion, Jacquemus set up his own company when he was just 20, galvanised by the sudden death of his mother, whose maiden name was Jacquemus. Since then it's become a byword for simplicity, excellence, and originality, taking its place up with the best-known luxury fashion houses while captivating purchasers with more accessible price tags. You may also spot the Nike reference in the national squad's World Cup strip.

Keywords: France x Jacquemus x Nike, FIFA World Cup 2026, France national team kit, Yoann et Marco agency