The dominant sportswear power at the 2026 World Cup. Its X2 program pairs seven federations with fashion collaborators — Palace, Jacquemus, NOCTA, Patta, Slawn, PEACEMINUSONE and the Virgil Abloh Archive.
Active sports: Football, Tennis
Football, Tennis
Cristiano Ronaldo, Erling Haaland, Vinícius Júnior
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Nike's X2 program is the infrastructure of fashion's 2026 World Cup moment — seven federations, seven collaborators, kit-as-fashion-release distribution. Nike sets the terms on which designer brands reach football's audience.
Detailed commercial analysis, athlete relationships and strategic direction.
Reach a premium audience of luxury industry professionals and sport business leaders.