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Louis Vuitton is deepening its relationship with the world of sports through a landmark partnership with Real Madrid. The French luxury house has signed a multi-year deal to become the official off-field partner of the Spanish club marking its first major foray into team football. Under the agreement, Louis Vuitton will provide formalwear for Real Madrid’s men’s and women’s soccer teams, as well as its men’s basketball team, for institutional appearances and official travel.
The collection, designed by Pharrell Williams, creative director of Louis Vuitton’s men’s line, includes suits, accessories and travel items in the brand’s iconic monogram. It also incorporates details inspired by the white club, such as the initials RM or charms in the team’s colors.
“At Real Madrid we tirelessly pursue excellence as a way to stay at the top,” said Emilio Butragueño, the club’s director of institutional relations, in an official statement, in which he also pointed out that “this same philosophy defines a brand as iconic in the luxury industry as Louis Vuitton”.
The collection includes ready-to-wear outfits, footwear, accessories and luggage, which will not be available for direct sale. However, customers will be able to purchase similar models such as the Keepall bag or the Horizon suitcase in store, and customize them with the club’s colors. Also, the official Louis Vuitton label in natural leather has been sewn on the lapels of the jackets and on the back pockets of the pants; while accessories include belts with LV buckle in palladium, embroidered caps and sneakers.
Louis Vuitton approaches soccer as a cultural ‘soft power’ mechanism.
With this move, Louis Vuitton expands its strategy of linking with sport as a vehicle for socio-cultural positioning. The maison had already collaborated with major sports institutions such as Fifa, the NBA or the America’s Cup, and has designed cases for the World Cup trophies, the Monaco Grand Prix or even the Paris 2024 Olympic Games. However, this agreement marks a turning point: it is the first time that the brand has officially and permanently dressed a sports club.
Beyond the field of play, Real Madrid is one of the major symbolic assets of global sport. For Louis Vuitton, the partnership with the white entity allows it to consolidate its narrative as a cultural brand, beyond the product, with a presence in territories such as music, gaming or art.
The agreement does not imply the presence of Louis Vuitton on the game’s jerseys, which are in charge of the German company Adidas, nor on the Santiago Bernabéu stadium, which has been recently renovated. The activation will be limited to institutional events, international trips and moments of official representation, in which the players will act as brand ambassadors in extra-sporting contexts.
Real Madrid, for its part, recovers a strategy of collaboration with luxury houses initiated in 2016 with Hugo Boss and continued in recent years with the Italian Zegna, while consolidating its position as the club with the greatest commercial and institutional projection in European soccer.
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