Lamine Yamal's logo drives underwear sales surge after World Cup final

Spain’s teenage forward Lamine Yamal repeatedly displayed the waistband of his underwear during the World Cup final, and later lay on the pitch, revealing the logo again. The footage sparked a surge in sales for the brand, turning an accidental exposure into a marketing win.

Yamal’s unplanned promotion underscores the commercial power of high‑profile sporting moments.