This Sunday, one very happy captain will lift the World Cup trophy above his head. But before all of that, football’s biggest prize has to make its way onto the pitch—and it’s set to do so in a brand new Louis Vuitton trunk.
The maison has created custom trunks for every World Cup since South Africa 2010. Crafted at Louis Vuitton’s historic Asnières-sur-Seine workshop just outside Paris, the latest case comes wrapped in the house’s signature monogram canvas and decked out with hand-painted gold “V”s that stand for both “Victory” and “Vuitton.” Inside, it’s lined in light beige leather and built to transport and present one of the most legendary trophies in sport.
Louis Vuitton
“The trophy trunks symbolize much more than a protective object,” Pietro Beccari, Louis Vuitton chairman and CEO, tells GQ. “They represent the meeting point between savoir-faire and collective dreams. Since 2010, they have become part of a historic moment followed by billions of people.”
Sure, LV has spent decades making trunks to store rare watches and clothes and other very expensive things, but the World Cup trophy comes with a slightly different kind of pressure. “The object carries an unparalleled symbolic weight,” says Beccari. “Every detail, from the materials to the finishing touches, must elevate the moment when the trophy is revealed to the world.”
And that moment has never felt bigger. The 2026 tournament has expanded to 48 nations for the first time ever, and football itself has changed dramatically since Louis Vuitton first linked up with FIFA more than a decade ago. Players are no longer just athletes. They’re front-row regulars, campaign stars, and fashion guys in their own right. Brands aren’t just dressing them anymore—they’re becoming part of the sport itself.
Louis Vuitton