Adidas to Release White/Black/Gold Copa Mundial Boots

Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.

According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."

The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.

The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.

While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.

Saudi Pro League club Al Qadsiah has officially unveiled its new 2026-27 home and away kits, marking the beginning of their new partnership with adidas after switching from previous supplier Nike.

Revealed on June 23, 2026, the inaugural adidas strips feature simple, standard designs without bespoke detailing. The home kit is presented in the club's traditional red and yellow colors, while the away shirt offers a stylish white and red look.

Images of the FC Barcelona 2026-27 training top have been leaked online by Barca kit collector @memorabilia1899.

The new Hamburger SV 2026-27 anthem jacket has been launched.

Produced by Adidas, the jacket features a clean design based on the Adidas 2026 jacket template. It is predominantly white with contrasting black Three Stripes running down the sleeves and a black Adidas performance logo on the right chest.

Dutch Tweede Divisie club RKAV Volendam has officially released its new Jako away kit for the 2026-27 season.

Serving "as a tribute to the home front", the fully sublimated shirt features a white base with a graphic design on the lower part. It is complemented by an orange V-neck collar, sleeve cuffs, and hem. All sponsor logos, including the large Kraaus graphic across the chest, as well as the RKAV Volendam crest, are applied in a matching shade of orange to complete the cohesive look.