Burberry releases football-themed portraits and videos

The importance of sports to the luxury sector — including those sports that never used to register with luxury brands — can be seen from the latest Burberry campaign.

The luxury British label has kicked-off the summer “by celebrating the connection between football and British culture”.

Of course football may not have been a luxury obsession once upon a time, but it has long been a British obsession. Burberry’s current focus on its Britishness makes leveraging football links an open goal for the label as we get ready for the Euros kickoff.

Professional footballers Phil Foden and Eberechi Eze are the first to feature in a series of portraits and short videos. Wearing Burberry’s latest collections, the players express what the sport means to them. Photography and the film are by Jack Day.

Eze said Burberry has “supported myself and my foundation before, helping my community and inspiring the next generation with career experience and education, which we will continue to build. It’s a special moment for me and my family”.

And Foden added that “fashion is important to me and I’m so excited to be a part of this moment with Burberry. It was amazing to be able to shoot in my hometown of Stockport and to work with this iconic British brand.”