This week, we’re launching our biggest World Cup campaign to date: a fashion-first edit designed to help customers dress for one of the biggest cultural moments of the year. This is a Tier 1 go-to-market moment for ASOS, going out to customers across paid and organic social, talent, homepage takeovers, edits, push notifications and more, ensuring we show up at scale across every key channel.
The 2026 World Cup, hosted across the USA, Canada and Mexico, will dominate the summer months, and it gives ASOS a clear opportunity to show up in a way that feels true to who we are: not as a sports commentator, but as a style destination helping customers wear the moment their way. We’ve got an exciting partnership collaboration in the works, with more to reveal in the coming weeks.
At the heart of the campaign is a World Cup edit that brings together ASOS Design, Third Party Brands, Topshop, Topman and (of course) Sportswear, led by Nike and adidas. From football jerseys across countries to trend-led football-inspired pieces and styling, the edit is built for every kind of summer occasion, whether customers are watching with friends, dressing in team colours, or heading out after the final whistle. It is our biggest and most varied product selection ever, with something for everyone across every price point.
This is about more than selling shirts. Over the summer, customers feel more open, more expressive and more willing to take style chances. The World Cup gives them a reason to do exactly that, and ASOS can play the role of stylist, giving them the confidence to show up, stand out and make the moment their own.