With the start of the men’s football World Cup just days away, retailers have been getting into the spirit of the tournament, launching everything from new pop-ups and ranges through to signing an actual footballer.
As it does every four years, World Cup fever is starting to grip the nation ahead of kick-off for the prestigious tournament on June 11.
With excitement in England and Scotland building, retailers in both countries have also begun ramping up their offerings to take advantage.
Retail Week looks at some of the best World Cup themed new openings – from standalone pop-up stores and concessions, to new products and even a new signing.
England takes over Carnaby Street
The England national team has opened its first-ever official pop-up store on London’s iconic Carnaby Street.
Opened in partnership with Fanatics, the new store opened on May 21 and will be open until July 3 and offers customers “the latest England kits, must-have merchandise and limited-edition releases throughout the tournament”.
There will also be “special in-store promotions on England matchdays” as part of its “curated retail experience”.
Fanatics and the NFL
As well as helping helm the England pop-up, sportswear giant Fanatics has teamed up with the FA, the French Football Federation and Football Australia to launch a crossover range with America’s National Football League, to celebrate one of the three home nations for the tournament.
Fanatics has reimagined the kits of the England, French and Australian teams as “classic NFL Nike jerseys”.
The collection launched on 1st June and will be available globally through Fanatics and NFL retail channels.
Panini x Selfridges
World Cup fever has even infiltrated the usually refined and stylish halls of Selfridges, with the launch of a new Panini world cup pop-up in the upmarket department store’s toy shop.
The pop-up opened on June 2 and will run until August 3, to allow for “collectors and swappers to fill their albums and pick up prized stickers”.
The launch of the pop-up was fronted by former England, Liverpool and Newcastle Jets striker Emile Heskey.
Asda ‘brings home the flavour’
Grocer Asda has launched a limited-edition collection of tournament-inspired products” ahead of the tournament kicking off.
The new ranges span BBQ, snacking, easy dinners and takeaway-inspired “favourites”, as Asda looks to serve up its “biggest and most exciting football-themed range”.
With the tournament being held in North America, Asda’s new range has leant into the regional foods of the United States, Canada and Mexico. Amongst the new products include a new ‘down the wing’ chicken wing roulette selection, beer belly pork slice, bacon & maple syrup sausages and has revamped its £10 Asda Takeout Club meal deal.
John Lewis signs John-Lewis
Department store John Lewis has dipped into the transfer market to sign up Boston United FC striker Lenell John-Lewis ahead of the World Cup.
The retailer said that John-Lewis, facetiously known as ‘The Shop’ by Boston United fans, will “help the nation secure the ultimate home advantage just in time for kicking off” by “advising on how to upgrade their home viewing experience”.
“This summer is going to be packed full of amazing sporting events,” said John-Lewis. “And I’m buzzing that ‘The Shop’ and the shop are finally teaming up to help people create the perfect set up for hosting friends and family - as that’s what it’s all about.”
It comes as the retailer published new research which found that 58% of Brits are set to watch at least the majority of World Cup matches at home this time around.
Bad news for pubs and bars perhaps, but good news for John Lewis. And, funnily enough, John-Lewis.
The collection launched on 1st June and will be available globally through Fanatics and NFL retail channels.
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