Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

How Fashion Brands Are Navigating World Cup Controversies

The tournament is an unparalleled marketing opportunity, but host country Qatar faces allegations it mistreated migrant workers and LGBTQ+ citizens. Brands have mostly stayed quiet.
Adidas, Qatar, football, World Cup, Human Rights
Adidas is the tournament's official sportswear sponsor. (Getty Images)

Big fashion brands seem to have aligned on a strategy to navigate the many controversies swirling around the FIFA World Cup: say as little as possible.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Examining Qatar’s Fashion Hub Ambitions

Doha has attracted major fashion retail investment ahead of this month’s FIFA World Cup but the Qatari capital’s ability to attract overseas shoppers long-term remains uncertain.

Can a Football Club Become a Luxury Brand?

French footballing giant Paris Saint-Germain opened a new flagship store in New York last week, signalling its intention to become the sport’s first true fashion brand.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

In This Article
Topics
Organisations

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Why Adidas Is Suing a Sneaker Leaker

The activewear giant’s legal action against the popular sneaker news site Sole Retriever exposes hidden fault lines in the industry's relationship with the media that covers it.


Adidas’ Power Play Against Leakers

Adidas filed one of the strangest lawsuits that you’ll see in sneakers. It could have implications for how consumers get their information moving forward.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON