Overview
- The agreement begins in summer 2026 and runs five years, positioning the retailer to feature the Barcelona and Spain star in global marketing.
- Plans include limited-edition product collaborations developed with Yamal as part of the brand’s activation.
- The rollout is timed ahead of the 2026 FIFA World Cup across North and South America, with the final at MetLife Stadium in New Jersey.
- AE executive Jennifer Foyle says the partnership places the brand “at the heart of the fandom” and marks a deliberate entry into sports culture.
- Yamal, 18, says he is eager to bring his style to the lifestyle and denim label, and he retains a separate long-term partnership with Adidas.