BUDWEISER X FIFA WORLD CUP

BUDWEISER X FIFA WORLD CUP

I had the rare opportunity to create something truly woven into football history: a range of merchandise for Budweiser’s sponsorship of the 2022 FIFA World Cup. The collection featured a bucket hat, a football scarf, and an iconic cup. The bucket hat and scarf were modelled by no other than England’s very own Raheem Sterling. To bring the cup to life, we collaborated with London artist Raj Dhunna, whose bold illustration distilled the drama, energy, and global celebration of the tournament into a single, “stealable” statement piece. The result was more than merch — it was a fusion of culture, artistry, and sport, transforming essential fan gear into symbols of the World Cup’s epic atmosphere. Budweiser made the tournament feel bigger, louder, and utterly unforgettable. The range was seen across national TV (BBC, ITV), major news outlets (The Guardian, Daily Mail, The Independent, The Mirror), and even spotted out in the wild — at Glastonbury, on eBay, and on Gumtree.