The Paris Saint-Germain forward becomes the first footballer to join the luxury menswear brand’s ambassador roster ahead of the 2026 FIFA World Cup
Zegna has appointed Paris Saint-Germain forward Ousmane Dembélé as its new Global Brand Ambassador, formalizing a long-standing relationship between the Italian luxury menswear house and the footballer ahead of the 2026 FIFA World Cup.
Dembélé becomes the first professional footballer to join Zegna’s ambassador lineup, a move that reflects the growing intersection between luxury fashion and global sport. The brand said the appointment recognizes qualities including determination, resilience and fair play, values it sees reflected in both the athlete’s career and its own identity.
The 29-year-old has built a career spanning Rennes, Borussia Dortmund, Barcelona and Paris Saint-Germain, where he joined in 2023. Since arriving in Paris, he has helped the club secure a domestic and European treble, winning Ligue 1, the French Cup and the UEFA Champions League. His individual accolades include the 2025 Ballon d’Or and consecutive French Ligue 1 Best Football Player awards at the UNFP Trophy ceremony in 2025 and 2026.
The partnership builds on several high-profile appearances in which Dembélé wore custom Zegna, including at major award ceremonies celebrating his achievements. His appointment also comes as luxury brands continue to deepen ties with elite athletes, leveraging their global influence and cultural reach beyond the sports arena.
“I am so happy to officially join the Zegna family as an ambassador. For me, the clothes tell a story that echoes the game: collective effort, precision, and a passion for excellence. I always feel my best when I am wearing Zegna,” said Dembélé.
The announcement arrives at a time when football’s commercial and cultural influence continues to expand globally, offering luxury brands new opportunities to connect with younger and increasingly diverse audiences through some of the sport’s most recognizable figures.
