Over 2,000 England shirts sold.
Sales up 101% the day before and on the day teams play.
World Cup product accounting for 3% of all sports views and 6% of menswear views.
Safe to say… it’s landing.
A campaign like this starts way before kick-off. We started with the jerseys. Our heroes from Nike and adidas - England, Germany, Argentina, Brazil, USA, Spain, France, Mexico and the Netherlands. But the brief wasn’t “match day dressing”. It was: how does this show up in real wardrobes?
Inspiration came from everywhere, from streetwear right through to the catwalk. The aim was to give our customer something aspirational but still wearable. For the England shirts especially, we pushed things further, taking cues from Chanel and Loewe to play with texture and shape. That’s how we landed on pieces like the Arrange sequin disc skirt, turning Womenswear from something fun and familiar into something fashion-first.
We also wanted a plot twist. Something unexpected, but still grounded in football. Enter: the football net. Styled as an actual piece, paired with white bloomer shorts and sleek black heels. Slightly surreal, fully fashion, and the kind of look that makes you look twice.
This all taps into a shift we’ve been seeing for a while. Sprinter shorts, track jackets, retro shirts, all growing, all showing up everywhere. It’s also one of the few trends landing just as strongly across menswear and womenswear, which gave us loads of room to play.
The overall feel? A London summer. Celebratory, a bit spontaneous, loads of energy. Nothing too overworked. Just looks that feel real, but styled enough to inspire. And for Menswear in particular, the styling was kept more pared back and minimal. The elevation came through subtle details like tucks, layering, and the addition of jewellery.
Adidas has been flying (in Germany especially), and retro shirts were going before the tournament even started. But what’s really working is the mix, authentic football, styled in a way that feels current. Because when a football shirt works with a sequin skirt or a pair of loafers… you know it’s styled by ASOS.
