Louis Vuitton Is the New Official Partner of Real Madrid

PARIS Jude Bellinghams work wardrobe is about to sync with his off-duty looks.Louis Vuitton has unveiled an official multiyear partnership with the Real Madrid soccer and basketball teams, marking yet another high-profile sports deal for the worlds biggest luxury brand, which is active in disciplines ranging from sailing to Formula 1.More from WWDInside VivaTech: LVMH Spotlights AI and Sustainability at Innovation AwardsNike's Hit Soccer Sneaker Gets a New Treatment Dedicated to Rage Quitting in Video GamesShoppers Are Investing in Luxury Handbags Over StockThe French fashion house last year signed Bellingham, who plays midfield for Real Madrid, as a brand ambassador, and has dressed him for prestigious events such as the Ballon dOr ceremony.Now he and his teammates, including Kylian Mbappe, Thibaut Courtois and Vinicius Junior, will wear a wardrobe designed by Pharrell Williams, creative director of menswear at Vuitton, for major travel and events.Its football royalty meets luxury royalty, Pietro Beccari, chairman and chief executive officer of Louis Vuitton, told WWD.

Because ultimately, football is the number-one sport worldwide, and Real Madrid is a legendary team, on top of that.

Louis Vuitton has just as much aura, being the global leader.

I think its a perfect marriage and an authentic one, he added.The announcement, on the eve of the FIFA Club World Cup in the U.S., confirmed speculation swirling in sports circles since February that Vuitton was poised to succeed Zegna as the teams official off-field outfitter.

The clubs jerseys are designed by Adidas.Jude Bellingham, Endrick Felipe Moreira de Sousa and Antonio Rudiger wearing the Louis Vuitton x Real Madrid formalwear collection.Courtesy of Louis VuittonAt Real Madrid, we relentlessly pursue excellence as the path to remain at the top.

That same philosophy defines a brand as iconic in the luxury industry as Louis Vuitton, Emilio Butragueno, Real Madrids director of institutional relations, said in a statement.Both of us have managed to transcend time, and we share not only the responsibility of building a legacy, but also the purpose of inspiring the world beyond our respective industries, he added.Beccari, a former professional soccer player, noted that the brand has partnered with FIFA, the sports international governing body, since 2010 to create the trunk for the World Cup winners trophy.

Today, this partnership with a football club marks a new era and predicts a very positive future, he said in an emailed interview.The house has also created carriers for the Rugby World Cup, the NBA Championship trophy, the Formula 1 Grand Prix de Monaco prize and the sailing Americas Cup, among others, and reached a pinnacle of global visibility last year by crafting special trunks for the medals and torches for the 2024 Paris Olympic and Paralympic Games.This partnership is a natural fit for Louis Vuitton and our continued focus on sports.

As we like to say, Victory travels in Louis Vuitton, Beccari said.Bouncing Back From DefeatFresh off the signing of Trent Alexander-Arnold and Dean Huijsen, Real Madrid and its new coach Xabi Alonso have a lot riding on the Club World Cup, after a season that saw it beaten by historic rival Barcelona at home, and bow to Arsenal in the Champions League.Real Madrid leads a pack of favorites in the competition that also includes Paris Saint-Germain, Manchester City, Bayern Munich and Chelsea.

Beccari lauded the resilience of the club and its supporters.

Pietro BeccariNathaniel GoldbergSports people embody the ultimate journey: a pursuit of excellence.

Overcoming failure is part of the process, just as there are challenging times in business.

What matters is the team spirit, and the values represented by the club and its federation.

Real Madrid remains a legendary club, the most decorated in the world of football, he said.And I think the mentality of Real Madrid is exceptional.

They are able to celebrate for 24 hours and then move on to the next chapter or be sad for 24 hours because they didnt win a trophy, then forget about it and focus on whats next, Beccari added, noting that he tries to apply the same spirit at Vuitton, which is navigating a global slowdown in luxury demand.The labels positioning as a cultural brand with broad reach across segments including sports, gaming, music and art, is all about diversifying revenue streams as consumers switch their focus from status-conferring luxury goods to once-in-a-lifetime experiences.We see fashion, culture, entertainment and sports merging like never before, and as a house of culture, we want to be at the forefront, celebrating those who excel.

Our house ambassadors inspire us as the competitions we are supporting do, Beccari said.

Soccer holds a special place for the Arnault family, which controls LVMH Moet Hennessy Louis Vuitton, the conglomerate that owns Vuitton alongside brands including Dior, Tiffany & Co., Moet & Chandon and Sephora.

Its holding group Agache last year acquired a majority stake in Paris FC, which in May vaulted back into Frances first division after almost half a century in the second tier.Beccari would not be drawn on the possible implications for Vuittons link with soccer, but noted: At Louis Vuitton, we have a genuine passion for sports and are always looking for new opportunities that resonate with the values of Louis Vuitton.Thibaut Courtois, Kylian Mbappe, Eder Militao and Daniel Carvaja wearing the Louis Vuitton x Real Madrid formal travel wear collection.Courtesy of Louis VuittonWhile the terms of its deal with Real Madrid were not disclosed, Vuitton noted it was the first time it was placing its tailoring expertise at the service of athletes beyond the pitch.The formal wardrobe for the mens and womens football teams, as well as the mens basketball team, includes ready-to-wear, shoes and accessories that will be worn during official representations.Soccer Players as Cultural IconsA label made of natural cowhide leather, embossed with the Louis Vuitton signature, is sewn onto jacket lapels and the back pockets of trousers.

Accessories include a leather belt with a palladium LV buckle, a navy cotton embroidered cap and LV Soft sneakers.Players will also have a choice of luggage pieces including the Horizon 55 carry-on suitcase, the classic Keepall weekender bag, and the Christopher backpack, as well as travel accessories such as a toiletry bag and passport holder.The items come in the brands signature Monogram canvas decorated with stripes and the initials RM.

Each one also features an exclusive leather charm adorned with the clubs colors.While items from the collection wont be available for purchase, clients can buy pieces like the Keepall and Horizon in store and personalize them via the Mon Monogram service, potentially adding the clubs colors or initials.

It is a good way to experience a touch of that collaboration, Beccari said.Ahead of the 2018 World Cup in Russia, Vuitton had launched a licensed collection of upscale leather goods in the flag colors of the participating nations.

And in 2020, it dropped its first menswear capsule collection designed by Virgil Abloh as part of a three-year partnership with the National Basketball Association.Kylian Mbappe wearing the Louis Vuitton x Real Madrid formalwear collection.Courtesy of Louis VuittonThese days, soccer fans are as likely to take their cues from individual players as their favorite club.

In France, stars like Jules Kounde have turned their arrival at the training ground for the national team into style statements, akin to NBA tunnel arrivals.We see Louis Vuitton as a universal brand, not just a fashion house.

So, these athletes arent just playing a game; theyre shaping culture and influencing tastes on a global scale, Beccari noted.These players are todays cultural icons, and their style choices resonate with the ones of the Louis Vuitton community.

And during the shoot and the fittings in Madrid, all the players wanted to participate and take part in the shoot as they deeply wanted to be associated with Louis Vuitton, he added.If in Formula 1 the brand has a strong trackside presence as title sponsor of key races, including the Australian Grand Prix, dont expected to see its logo writ large inside the renovated Santiago Bernabeu stadium in Madrid.Instead, well be there to support the players, team representatives and members during international trips, official events, ceremonies and occasions when they will be representing the club.

Were focused on being a part of their journey and their representation of Real Madrid on a global scale, Beccari said.Best of WWDBottega Veneta Through the YearsChanel's Ambassadors Over The YearsRanking Fashions Longest-serving Creative DirectorsSign up for WWD's Newsletter.

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