Loewe will dress Spain’s international players for the World Cup set to take place next summer across the United States, Mexico and Canada. The Spanish luxury fashion house is stepping into the world of soccer, although it is not entirely new to sport, having previously partnered with a U.S. brand a couple of years ago to launch a line of athletic footwear.

Now Loewe is fully embracing the global game, doing so alongside the reigning European champions. In recent years, the Spanish Football Federation has consistently opted for Spanish labels for its off-field attire, with brands such as El Ganso and El Pulpo among those that have collaborated with the national team.

Beyond financial considerations, this partnership reflects a shared intention to underline the Spanish identity of both institutions. The players under Luis de la Fuente have welcomed the initiative and are already familiar with the main design concepts of the outfits they will wear while traveling across North America.

Loewe’s origins date back to 1846 and, although it is now part of the LVMH group (Louis Vuitton), it retains a strong Spanish identity, with its headquarters still based in Madrid. During the national team’s most recent training camp, players were measured for their suits ahead of their trip to Mexico for a friendly scheduled in Puebla.

Louis Vuitton’s role as the official dresser of Real Madrid highlights LVMH’s growing commitment to sports. The French conglomerate is also reportedly interested in playing a role in the corporate structure that Real Madrid’s leadership is exploring for the club’s future.

A total of 29 commercial brands are currently linked to the Spanish Football Federation. The national team’s strong performances across all categories and both the men’s and women’s programs have turned it into a powerful commercial draw, even surpassing the wave of enthusiasm that followed the 2010 World Cup triumph.

Spain’s national team has become a major advertising platform thanks to its sporting success and improved transparency in management. Alongside its long-standing partnership with Adidas, which has become a defining feature for both sides, key sponsors include Ebro, Mapfre, Movistar, Iberdrola and Halcón. Loewe joins as an official collaborator, alongside brands such as Panini, Nestlé and Renfe.