LONDON — Burberry is getting ahead of the Father’s Day celebrations with a campaign featuring soccer player Phil Foden.
Foden, who is a midfielder with the club Manchester City, poses with his son Ronnie and daughter True in a family portrait wearing the brand’s signature checks.
The campaign was shot outside in the warm British weather, which has become a running motif as of late for Burberry.
It’s not the first time that the luxury brand has tapped into soccer.
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Phil Foden and son in Burberry Father's Day campaign
Phil Foden and son in Burberry Father’s Day campaign.
Last year, Burberry kicked off the 2024 UEFA European Football Championship, otherwise known as the Euro 2024, with a soccer-themed series featuring players Foden and Eberechi Eze wearing clothes from the brand and explaining what the sport means to each of them.
“Fashion is important to me and I’m so excited to be a part of this moment with Burberry. It was amazing to be able to shoot in my hometown of Stockport and to work with this iconic British brand,” said Foden.
As reported, times are getting tougher, but Burberry is rising to the challenge with a new cost-savings plan that could see 20 percent of its workforce eliminated by 2027, and a determination to build sales back to 3 billion pounds, with designer Daniel Lee fully committed.
Chief executive officer Josh Schulman, who arrived last summer, has been acting swiftly to stabilize the business, where revenue fell 17 percent to 2.46 billion pounds in fiscal 2025.
In the 12 months to March 29, comparable retail sales slid 12 percent, but the trend has been improving. In the second half, those same-store sales fell just 5 percent, compared with 20 percent in the first half.