May 26, 2026 |
With a rallying cry of “be a good sport”, Burberry is turning its attention to the beautiful game for autumn 2026. Titled A Good Sport, the British house’s latest campaign bottles the riotous, rain-slicked thrill of football on match day – from burger van queues and touchline pacing to the roar of the terraces as Bloc Party’s Banquet rattles in the background.
Rooted in founder Thomas Burberry’s passion for the outdoors, and the functionality woven into the house’s time-honoured codes, the advertorial-style campaign celebrates football fandom through the lens of the spectators. “Burberry has connected football fans across generations for decades,” says chief creative officer Daniel Lee. “It’s only right that we celebrate that this summer.”
Shot by Mario Sorrenti with film direction from Elliott Power, the campaign is, naturally, stuffed with British icons. Ted Lasso star Jason Sudeikis cheers from the stands beside Romeo Beckham and Burberry ambassador Bright, while Jodie Turner-Smith darts through the pre-game rush. Lucy Punch waits patiently at a no-frills burger van as Stephen Graham transforms into a terrifyingly convincing Sunday league coach. Elsewhere, Rosie Huntington-Whiteley and Neelam Gill stalk the sidelines, joined by football stars Declan Rice, Eberechi Eze, Leah Williamson, Naomi Girma and Son Heung-min.
The clothes, meanwhile, are pure Burberry terracewear fantasy – Harrington jackets trimmed in House Check, featherlight trench coats cut from tropical gabardine and silk, cashmere scarves and polo shirts made for away days. New accessories arrive too, including the curved Primrose bag and the Knight Runner sneaker, both poised to become fixtures in the fashion stands.
Get ready for the good ol’ game with Burberry this autumn.
Photography by Mario Sorrenti.
