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Top 10 Campaign in Fashion & Apparel · September 2026
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Top 10 Campaign
Fashion & Apparel · September 2026

Lamine’s Eagles

PR Campaign
Thursday 3rd September, 2026

After Lamine Yamal won the World Cup, American Eagle launched a 29-piece collection based on his oversized streetwear style. It built extra attention by temporarily renaming itself “Lamine’s Eagles”, changing its logo and renaming a denim fit “AE 19” after his shirt number.

Why it worked: It hijacked a fresh World Cup win with a bold, company-wide rebrand stunt (“Lamine’s Eagles”) plus shoppable product and a jersey-number hook.

The lesson: Consider piggybacking on a just-crowned winner by temporarily rebranding your company name and product SKUs to their signature number or trait.

American Eagle
5 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
usatoday.com Lamine Yamal's first-ever American Eagle collection is finally here Thursday 3rd September, 2026
teenvogue.com Lamine Yamal Wants People to Feel Confident in His First AE Collection: Exclusive | Teen Vogue Thursday 3rd September, 2026
variety.com World Cup Champion Lamine Yamal Launches American Collection Thursday 3rd September, 2026
fashiontimes.com Lamine Yamal Launches His First American Eagle Fashion Collection Thursday 3rd September, 2026
eciks.org American Eagle launches Lamine Yamal's first collection with 29 pieces of oversized Tuesday 8th September, 2026
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