Designers at Art of Football review the exclusive Guinness jersey in their busy studio.
Guinness, the renowned Irish beer brand, is launching a global campaign titled “The World’s Cup” in anticipation of the 2026 FIFA World Cup, which kicks off on June 11. As a key component of this campaign, Guinness has collaborated with Art of Football to create a special, limited-edition jersey designed exclusively for the North American market.
The new jersey features a distinctive black-and-green patterned base, accented with white and red stripes. Prominently displayed on the front are the iconic Guinness logo and the brand’s harp symbol. This collaboration marks a significant step in Guinness’s broader strategy to engage with soccer fans worldwide.
Art of Football, a creative studio founded in 2013 that focuses on preserving sports culture through art, brings its unique perspective to this partnership. The jersey, a testament to this collaboration, will be available starting June 8, but will be exclusive to North America. This is not the first time Guinness and Art of Football have joined forces; they have a history of successful creative projects together.
Beyond the jersey, Guinness’s “The World’s Cup” campaign extends to supporting the atmosphere of game days. The brand has partnered with Art of Football to create special attire for bartenders and pub staff in key cities like Atlanta, Boston, Philadelphia, and San Francisco. These individuals, who play a crucial role in enhancing the fan experience, will be featured in Guinness’s social media content throughout the campaign.
Adding another layer to the campaign, Guinness Draught Stout will introduce limited-edition soccer packs. These packs, designed by Brooklyn-based illustrator Sophia Yeshi, known for her bold visual storytelling and themes of diversity, will be available nationwide in 4-packs and 8-packs for a limited time.
Karissa Downer, Director of Guinness, emphasized the brand’s commitment to inclusivity and togetherness. “Soccer is at its best when everyone feels part of it, and Guinness has always stood for that same spirit of togetherness,” Downer stated in a press release. “With ‘The world’s cup,’ we are celebrating the pubs, pints and bartenders who turn every match into a moment worth sharing.”
Guinness reminds consumers to drink responsibly.
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