Burberry has launched ‘A Good Sport’, a new campaign featuring a star-studded cast of actors, soccer players, models and more.
The British fashion house’s new Autumn 2026 campaign takes the perspective of the spectators, the campaign celebrates the energy of football fandom with a cast of familiar faces from the worlds of film, television, sport and fashion.
To a soundtrack of Bloc Party’s ‘Banquet’, Jason Sudeikis cheers from the stands alongside friend of the house Romeo Beckham and actor Bright.
Mika Hashizume and Jodie Turner-Smith are caught in the pre-game rush, while Lucy Punch queues at a no-frills burger van.
Stephen Graham takes on his most intimidating role yet as a children’s Sunday league coach, as models Rosie Huntington-Whiteley, Bebe Parnell, George Anderson, He Cong, Neelam Gill and Shivaruby pace the sidelines in support.
The squad is completed by England footballers Declan Rice, Eberechi Eze and Leah Williamson, as well as international favourites Naomi Girma and Son Heung-min.
The campaign features signature trench coats, parkas and Harrington jackets, born from functionality and elevated through design and craft, engineered with a sense of lightness for journeys at home and away. Burberry House Check flanks match day-approved polo shirts and scarves, while the curved Primrose bag makes its debut alongside the new Knight Runner sneaker.
“Burberry has connected football fans across generations for decades, it’s only right that we celebrate that this summer. This brand has been a real constant for football fans over the years, there’s a certain attitude to being a good sport that is very British and very Burberry,” said Daniel Lee, Burberry’s chief creative officer.
Credits:
Creative Direction: Daniel Lee
Artistic Direction: Lane & Associates
Photography: Mario Sorrenti
Filmography: Elliott Power
Music: ‘Banquet’ by Bloc Party
