The World Cup’s WAG Era Is Here - And It’s Getting Juicy

Photo Courtesy - Juicy Couture

The World Cup may officially kick off on June 11, but make no mistake, the buildup started long ago.

Before the first whistle blows, jerseys flood timelines, and watch parties take over Los Angeles rooftops and private clubs, brands are already competing for position. Collections are dropping. Partnerships are launching. Hospitality experiences are being built. The world’s biggest sporting event has evolved into something much larger than soccer alone: it’s now a full-scale cultural and luxury moment.

And honestly? No city understands that intersection better than Los Angeles.

In LA, sports have never existed in isolation. They blend with entertainment, fashion, nightlife, beauty, and influence so naturally that major tournaments almost feel like unofficial fashion weeks. The World Cup arriving in North America has only accelerated that energy. Brands aren’t just marketing to fans anymore, they’re building worlds around them.

Having worked across branding, PR, and marketing strategy in sports and entertainment, I’ve noticed the companies winning today aren’t necessarily the loudest, they’re the ones that understand HOW fans want to FEEL and what they want to experience.

Modern sports audiences don’t just buy tickets anymore. They buy identity, access, aesthetics, and community. The game serves as the entry point, but the lifestyle around it builds long-term loyalty.

Which is exactly why the newest collaboration from Juicy Couture feels so timely.

Because if there’s one thing Juicy has always understood, it’s cultural identity - especially in Los Angeles.

The brand’s latest WAG-inspired drop featuring OG WAG herself, Abbey Clancy, arrives just ahead of the World Cup, leaning directly into the rise of sports-adjacent fashion culture: a world where tunnel fits, stadium arrivals, VIP suites, and player relationships have become just as visible as the game itself.

The collection channels WAG culture through baby tees, stamped with “JUICY WAG” and coordinated shorts. Completing the lineup, a football tee features “Juicy 95” across the back, outlined in diamonds (of course), a nod to Juicy’s founding year. 

Let’s be honest, the modern WAG aesthetic has evolved far beyond tabloid culture. Today’s WAG is a founder, creator, investor, stylist, athlete in her own right, or all of the above. She’s part of the ecosystem shaping sports culture, not standing beside it.

That’s what makes this collection interesting.

It doesn’t feel costume-y or overly literal. Instead, it taps into the larger movement happening around global sports right now: femininity entering spaces that historically weren’t designed with women in mind, and doing it unapologetically.

Velour sets, fitted silhouettes, sporty glamour, hyper-feminine styling. It's nostalgic, yes, but also strangely current. As someone known for their ‘sporty chic outfits,’ I am particularly excited about this collection, especially at a time when sports culture itself is becoming more fashion-conscious and lifestyle-driven.

The reality is, the World Cup isn’t just about what happens on the pitch anymore.

It’s about where people are watching.

What they’re wearing.

Whose brands are being invited?

What gets posted.

What becomes culturally relevant outside the match itself.

That’s also why collaborations like this matter more than people realize. They signal where the industry is heading next.

Sports are no longer confined to arenas or match schedules; they now influence fashion, beauty, hospitality, nightlife, travel, and digital culture simultaneously. The brands recognizing that shift early are positioning themselves far beyond a single campaign.

The luxury of sport today lives in the experience surrounding the game, and brands know it.

Going into the 2026 World Cup, you can expect to see branded watch parties across Los Angeles, influencer-heavy hospitality lounges, fashion labels, beauty brands, nightlife groups, and luxury sponsors all trying to claim a piece of the conversation.

The tournament itself may last one month, but the cultural impact stretches far beyond it.