LOUIS VUITTON X 2026 FIFA WORLD CUP
CLIENT
Louis Vuitton
INDUSTRY
Luxury
LOUIS VUITTON X FIFA WORLD CUP CAPSTONE
Luxury meets football’s global stage. This capstone reimagines Louis Vuitton as a 2026 FIFA World Cup sponsor, blending emotional storytelling, cultural strategy, and limited-edition product design. Through original research and market insight, the campaign positions LV as a global leader in luxury-sports integration.
THE OPPORTUNITY
Luxury brands are evolving beyond fashion into cultural storytelling. The FIFA World Cup — the most-watched sporting event in the world — offers Louis Vuitton a rare platform to drive brand equity, exclusivity, and emotional connection through sport. This project proposes a multi-touchpoint sponsorship that unifies product, experience, and cultural leadership.
CAMPAIGN STRATEGY
The proposed campaign, titled “Own the Moment,” includes:
A city-coded capsule collection launched in NYC, Mexico City, and Vancouver
Pop-up experiences near stadiums
Athlete-first storytelling across digital and in-store platforms
A global teaser and post-tournament hero filmAll of these were designed to elevate Louis Vuitton’s presence from a symbolic sponsor to a cultural architect.
INSIGHT-LED DESIGN
This campaign was informed by:
A custom survey of Gen Z/Millennial luxury buyers
Social sentiment analysis on past LV x sport collabs
Competitive benchmarking (Hublot, Off-White, etc.) These insights shaped a strategic rollout across product, media, and place.
PRODUCT
The Louis Vuitton x FIFA World Cup capsule includes two distinct luxury offerings: a worldwide collection and a series of city-specific capsules.
The city-coded capsules—exclusive to Mexico City, New York, and Vancouver—offer location-tied leather goods that transform luxury into cultural memory. Each item reflects the spirit of its host city, turning limited-edition design into a collectible souvenir.
The global collection features tournament-inspired pieces available internationally, blending Louis Vuitton’s iconic craftsmanship with the emotion and prestige of football’s biggest stage.
PRODUCT
To bring the campaign to life during the tournament, Louis Vuitton introduces a two-tiered physical presence: immersive pop-up activations at stadium sites and elevated product displays within flagship boutiques.
The stadium pop-ups offer in-person access to exclusive capsule items, city-branded packaging, and real-time campaign storytelling—turning matchday into a branded cultural experience.
Simultaneously, flagship stores in Mexico City, New York City, and Vancouver are transformed with campaign visuals, curated displays, and localized merchandising that mirror the energy of the host cities.
These retail experiences position Louis Vuitton as a living part of the 2026 FIFA World Cup, seamlessly blending luxury with global football culture.
PROMOTION
The campaign’s promotional strategy is built around “Own the Moment” — a storytelling platform that captures the emotion, memory, and meaning of the 2026 FIFA World Cup through the lens of luxury.
The campaign unfolds in three phases:
– Pre-Tournament: Global teasers, city-coded content, and exclusive product reveals
– During Tournament: Athlete-led social storytelling, in-stadium visuals, and limited-edition drops at stadium pop-ups
– Post-Tournament: A hero film celebrating unforgettable fan and athlete moments, culminating in a final collectible release
Across every phase, Louis Vuitton blends emotion with precision — using digital, physical, and social channels to elevate its presence from sponsor to storyteller.
PRE-TOURNAMENT
DURING TOURNAMENT
POST-TOURNAMENT
PROCESS BOOK
This capstone project was developed as part of my Master’s capstone at SCAD. The process book includes primary and secondary research, brand strategy, consumer insights, product design, retail planning, and financial forecasting.