With Real Madrid, Louis Vuitton continues its push into soccer

During its trip to Rome for a Champions League match, Real Madrid unveiled the new travel and formalwear collection designed by Louis Vuitton. This marks a new milestone in a partnership that underscores soccer’s growing importance in the brand’s strategy.

The Real Madrid players arrived in Rome wearing Louis Vuitton, where the club faced AS Roma at the Stadio Olimpico. They wore the club’s new official travel kit, designed by Pharrell Williams and the brand’s men’s studio, which was launched alongside an updated ceremonial kit.

The campaign accompanying the collection features Kylian Mbappé, Jude Bellingham, and Yan Diomandé, all three of whom were nominated for the Ballon d’Or, as well as Marc Cucurella, a 2026 World Cup champion with Spain.

A Partnership Signed in 2025

In June 2025, Louis Vuitton signed a multi-year agreement making it the official off-field outfitter for Real Madrid’s men’s and women’s soccer teams, as well as the men’s basketball team. The fashion house took over from Zegna, whose contract was expiring, and built on an existing relationship with Jude Bellingham, who had become a brand ambassador the previous year.

From the outset, the collaboration included a line of custom-made luggage in Monogram canvas, accented with white and gold stripes and the initials “RM,” as well as a leather bag charm in the club’s colors, which was also not available for sale. The value of the agreement was not disclosed.

Soccer: A Strategic Arena for Louis Vuitton

Real Madrid is not an isolated case. Louis Vuitton has already designed collections centered on the World Cup and created the trunk that houses the Ballon d’Or trophy. At the group level, LVMH has expanded its sports commitments, with 150 million euros for sponsorship of the 2024 Olympic Games and one billion dollars over ten years for its partnership with Formula 1.

Soccer is also of direct interest to the Arnault family, LVMH’s controlling shareholder, which has taken control of Paris FC. This is a way to enter the sport not just as a partner, but as an owner.

The primary goal remains audience reach. Players’ arrivals before matches—widely shared on social media—provide the brand with regular visibility among a young, global audience that its own channels struggle to reach.

Dior, Zegna, Fendi: Luxury Brands Make Their Way into the Locker Rooms

This practice is not new. Back in 2010, Dolce & Gabbana had already signed a three-year partnership with Chelsea to outfit players, coaches, and executives in both formal and casual attire. The agreement also included the creation of a brand-themed lounge at Stamford Bridge Stadium and a redesign of the club’s reception area.

The most recent example is that of Dior and Paris Saint-Germain. In 2021, the Parisian club announced a two-year agreement with the fashion house, which was tasked with designing its official wardrobe—a first for Dior with a sports club. The pieces were designed by Kim Jones, then creative director of the men’s collections, and Dior took over from Hugo Boss. The collaboration was extended, with Dior celebrating its second year as the club’s official outfitter in 2023.

The choice was driven by two factors. First, visibility: PSG had just brought together Lionel Messi, Neymar, and Kylian Mbappé—one of the most closely followed attacking trios in the world. Second, image: the club and the fashion house highlighted their shared attachment to Paris and their desire to project the city’s influence internationally. Kylian Mbappé, in fact, moved from one LVMH locker room to another—from Dior at PSG to Louis Vuitton at Real Madrid.

The trend has accelerated since then. In 2022, Zegna became Real Madrid’s travel partner, a deal that gave the brand exposure to the club’s global audience. That same year, Loro Piana outfitted Juventus of Turin, marking the first formalwear partnership dedicated to a professional women’s team in Europe, and Fendi signed a two-year deal with AS Roma. Like Louis Vuitton, these brands are all looking to soccer to reach an audience that is younger, more diverse, and more culturally connected than their traditional clientele.

For Real Madrid, a boost to its image

The club announced the deal the same week it topped Deloitte’s ranking of the wealthiest clubs, with more than 1 billion euros in revenue. Beyond the financial benefits, the partnership with the world’s most valuable luxury brand allows the club to establish a lasting presence in the fashion world. Before Zegna, which joined in 2022, the club was outfitted by Hugo Boss.

The ties could grow even stronger. According to the Spanish media outlet Vozpópuli, Bernard Arnault is reportedly exploring, alongside the American fund Sixth Street, the possibility of acquiring a minority stake in the club should it go public.

A Collection Refreshed with Subtle Touches

Louis Vuitton hasn’t changed everything. The house is retaining the bulk of the previous collection and adding a few pieces inspired by its Trunk line, launched in February, and a leather goods collection celebrating the 130th anniversary of the monogram.

For travel, a reversible nylon jacket allows wearers to display only the club’s crest and the brand’s signature, or to fully reveal the monogrammed lining. The collection also includes a navy blue sweater marked “Vuitton” on the front and “Real Madrid” on the back, a beige polo shirt that replaces the previous navy blue model, a reversible belt, and a cap.

For formal wear, the cuts remain the same. A blue shirt with thin white stripes makes its debut, as does a black cashmere coat from the main line, featuring a removable monogrammed scarf and personalized tags bearing each player’s initials. Like the previous pieces, these items are reserved for players and club representatives and will not be sold to the public.

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