Mackage is turning the build up to the FIFA World Cup 2026 into a powerful retail storytelling moment, using its partnership with the Croatian Football Federation to link performance, national pride and luxury outerwear across its New York City flagships.
Mackage and Croatia’s World Cup moment
In November 2025, the Croatian Football Federation (HNS) appointed Mackage as the official sponsor of the Croatian national football team for the 2026 FIFA World Cup, which will be played across the United States, Mexico and Canada. The partnership positions Mackage as the official off field outfitter for the team, responsible for dressing players and staff in tailored outerwear and lifestyle pieces during travel, media and ceremonial moments. On its dedicated World Cup page, Mackage describes the collaboration as a meeting of shared values between a country “synonymous with world class football” and a brand built on precision, protection and design.
This is not Mackage’s first move into elite sport the brand’s previous “Protect Your Craft” campaign starred Croatia goalkeeper Dominik Livaković, highlighting technical outerwear as a performance tool as much as a fashion statement. Led by CEO Tanya Golešić, Mackage has been expanding from winter outerwear into a full lifestyle proposition and has cited global partnerships like this as part of its ambition to build a billion dollar luxury brand.
From pitch to pavement in New York
To bring the Croatia partnership to life for consumers, Mackage has rolled out new window installations at its NYC flagships on Madison Avenue and Spring Street in Soho. These locations already function as key stages for the brand’s visual identity: the Madison Avenue boutique is a three story flagship showcasing the full Mackage lifestyle universe, while the Soho store is known for art driven windows and bold street presence.
The latest displays celebrate “performance, craftsmanship and the spirit of international competition,” translating the energy of the World Cup into a city retail context. Photography by Luis Guillén captures the installations from the street, highlighting how football iconography, national colors and technical outerwear silhouettes combine to tell a single story about protection and pride. As the tournament countdown accelerates, these windows become physical billboards for Mackage’s role on the global stage, reaching locals, tourists and visiting fans moving through Manhattan.
Aesthetic that protects meets global sport
Since its founding in 1999, Mackage has built its reputation on merging high performance materials with “luxury forward design,” an approach it summarizes in the tagline #aestheticsthatprotect. The Croatia partnership and World Cup capsule collection apply that philosophy directly to football culture, with pieces designed to handle travel and winter conditions while carrying the visual identity of one of the world’s most recognized national teams. Official communications from HNS emphasize “the pursuit of excellence and a commitment to superior craftsmanship” as the shared DNA behind the sponsorship.
In that context, the NYC windows are more than themed decor they are a statement of intent about where Mackage sees itself in the global luxury hierarchy. By aligning with a top tier national team and activating the story through high impact flagship displays, the brand turns a sports sponsorship into a street level, shoppable experience that connects “pitch to pavement” in real time.
