For the sartorial elitists and couture connoisseurs, Louis Vuitton and football might not fit in the same sentence. Football’s perceived tackiness is at odds with the luxury and refined style associated with a brand as storied and cultured as the House of Vuitton. It’s a beautiful clash of cultures, but even after Pharrell Williams’ latest football-heavy menswear collections, many still aren’t willing to accept it as the future of the brand. In reality, Louis Vuitton and football have been thick as thieves for decades now, and the bond between the two is only getting stronger.

The generic footballer starter pack is one that many can instantly recognise: cut and paste haircut, dodgy dye job, overpriced outfit and, of course, a Louis Vuitton washbag. Who first pioneered the designer washbag trend for matchdays is a mystery, but the small, monogrammed pouch has become its own status symbol in the world of football. A sign that a player has “made it” or, at the very least, is “in the know” with their peers. 

Though some players have opted for different designers, ranging from Goyard and Gucci to more understated Tom Ford vessels to carry their essentials, Louis Vuitton still remains the default after years of matchday dominance. For some fans, the image of Didier Drogba or Mario Balotelli alighting the team coach with a signature Damier Ebene canvas pouch tucked under their arm might have been their first introduction to one of the biggest luxury brands in the world. For Louis Vuitton, however, its footprint in football was well established before the game made aftershave and Lynx Africa chic.

Last year, Louis Vuitton announced Jude Bellingham as an official ‘Friend of the House,’ clearing up speculation over a partnership after the Real Madrid superstar was spotted in the brand’s tailoring on multiple occasions. This wasn’t any ordinary announcement. It was a culmination of all the things that make Louis Vuitton football’s favourite brand. To build a relationship with arguably the sport’s most marketable player is not only smart business, but a not-so-subtle reminder of which house football truly belongs to.

Other luxury powerhouses have tried to build a bridge from the atelier to the pitch at varying degrees of success. Gucci and Burberry have a whole host of players on speed dial, and other brands have made their own moves in the space, but Louis Vuitton still reigns supreme. 

The brand’s influence in football is unrivaled, with decades of history between the two. Unlike the partnerships that have cropped up in recent years between designers, clubs and players, this relationship started organically, fueled by a love of luxury and the need for a good toiletry bag. The union has come a long way since the summer of ‘98, and the future of Louis Vuitton and football is only getting better from here on out. 

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The 1998 World Cup in France was one of the most memorable tournaments of the last few decades, from both a football and fashion perspective. Everyone remembers the kits, the boots and the tracksuits, but Louis Vuitton released a piece of World Cup memorabilia that only a few seem to remember. 

Repurposing its signature monogram for the beautiful game, the fashion house designed a limited-edition football, complete with an air valve to prevent any flats. A matching leather shoulder strap even created the option to carry it around as the most impractical handbag ever. With only 3000 released, it is one of the rarest Louis Vuitton goods on the market, occasionally popping up at auction houses or luxury consignment stores for a hefty price.

The design itself was genius – an equal mixture of luxury and utility. Whether intentional or not, the monogram leather is a clever nod to the cowhide footballs of the past, creating a durable keepsake or a special ball to practise your best Cruyff turns and free kicks if you take it literally. The ball has been a source of inspiration for many designers, including Pharrell who created a more practical version for Louis Vuitton’s SS25 menswear collection.

With a studded foot firmly planted in the door in 1998, it was only a matter of time before the two worlds found a way to coexist. The washbag craze of the early ‘00s ended up being the perfect catalyst for LV’s football fever, and a landmark partnership with FIFA for the 2010 World Cup saw the brand’s profile in the game increase to heights no other house or label has yet to reach. 

Since that summer’s World Cup in South Africa, Louis Vuitton has exclusively designed the tournament’s trophy case, with a new version unveiled on the world’s biggest stage every four years. For the 2018 World Cup, the brand went above and beyond, branching out from the singular trophy case and instead designing an entire collection of football-inspired luggage and accessories.

Limited-edition duffel bags, backpacks, wallets and luggage tags arrived in the familiar hexagon pattern of a football – inspired by the official match ball of the 1970 World Cup in Mexico. The colourful range came in shades of blue, red and classic black and white, with customisable luggage tags for every nation.

Perhaps the most memorable item the house produced for 2018 wasn’t a direct collaboration with FIFA, but with adidas. Tapping into the brand’s history and iconic, flat-top trunks, an incredibly limited number of 21 classic cases were created to hold 13 re-editions of adidas’ World Cup match balls. In addition to the footballs, the brand dug into its own archive, recreating the 1998 World Cup ball 20 years later.