Ferran Torres: between World Cup fame, a MAGA reference and Under Armour's comeback attempt

Since Spanish national player Ferran Torres achieved star status at the last FIFA World Cup in 2026, he has extended his popularity far beyond the pitch. His goal in the World Cup final in New Jersey secured victory for the Spanish national team against Argentina. The Spanish striker is now being courted by US brands and media professionals, particularly in the fashion world.

The origin of this particular interest from the US press and fashion world lies not only in his performance on the pitch. A crucial role was played by the red cap Torres wore during the victory celebrations in Madrid. The cap bore the inscription “Make Spain Great Again”, an allusion to the “MAGA” movement in the US. The Zaragoza-based company Great Again 1978 sells it for 34.95 euros via its online shop.

On its website, the company is already warning of excessive demand. All items, including the "Make Spain Great Again" caps, are made to order. The design is available in red, blue and pink and, according to the company, became an “unexpected star of the World Cup celebrations after the goalscorer who brought us victory appeared with the slogan at the Spanish national team's celebrations”.

The connection between Torres' appearance and the increased demand for Great Again 1978 products demonstrates his significant influence after the World Cup. This became even more apparent when President Donald J. Trump discussed the player, the cap and the slogan in the Oval Office of the White House. Trump praised the slogan in his comments on July 25 as a “great compliment”, adding: “We appreciate that”. This led to a special tour of the US by the Spanish striker.

There, he surprisingly gave interviews this week on NBC's influential "Today Show" and on "The Source" with Kaitlan Collins, CNN's chief White House correspondent. Equally surprising was a subsequent interview and fashion editorial for the influential US trade magazine Women's Wear Daily (WWD). It was the Spanish striker's first fashion editorial.

As in his CNN interview, Torres also spoke about the controversial ‘red cap’ in the WWD publication. He stressed that wearing the cap during the World Cup celebrations “had nothing to do with politics”. “Honestly, I don't know anything about politics,” said the striker. “It was just a fun moment during the celebrations.” In light of the controversy in recent weeks, he added: “I love to see Spain at the top, as a champion, so I don't pay attention to what people say”.

Champion with ‘natural style’… to revive Under Armour's business?

To put the Spanish striker's US tour into a broader context, one must consider his connection to the US sports brand Under Armour. The company, which specialises in sports fashion, has had a sponsorship deal with Torres since 2024. Since his decisive goal against Argentina, which brought Spain its World Cup victory, Under Armour seems determined to establish him as a new international fashion icon.

From the perspective of the US company, which is publishing its results for the first quarter of the current 2026 financial year today, the situation is tense. Under Armour closed the last financial year with a revenue decline of 3.83 percent. Revenues fell from 5.16 billion US dollars to 4.97 billion US dollars. The drop in profit was even more significant. The US group recorded a net loss of 496 million US dollars, which represents a 146 percent increase on the previous year's loss of 201 million US dollars.

These figures highlight the company's difficult situation. Under Armour sees an opportunity in Torres and the sponsorship deal to renew and revitalise its image as a sports fashion brand, especially for consumers in the US. The US market was also Under Armour's main source of revenue at the end of the 2025 financial year. However, sales there fell to 2.86 billion US dollars, a decrease of 7.93 percent.

Against this backdrop, the Spanish player's carefully staged appearances on NBC, CNN and WWD took place. On these occasions, he wore clothing from Under Armour. For the fashion editorial in WWD, photographed by Ricardo Beas, pieces from the sports brand were combined with clothing and accessories from brands such as Dior; Dolce & Gabbana; Gucci; Ralph Lauren; Calvin Klein and Fendi.

These appearances highlight two clear objectives. Firstly, Under Armour wants to establish him as an international fashion icon, which could bring significant advantages to the US company. Secondly, the Spanish player himself is striving to achieve this very position.

Kevin Plank, president and chief executive officer (CEO) of Under Armour, stressed to WWD that Torres has “a natural style, a magnetic personality and an undeniable charisma, but he is also incredibly humble.” He made the comment on the occasion of the publication of the interview and fashion editorial. “He possesses a charisma that goes beyond football. As we continue to establish Under Armour globally, he is exactly the kind of athlete we want representing our brand,” Plank added.

“This is new for me and something I want to learn more about,” the player said of his new role as the protagonist of a fashion editorial. “I want to be someone people look up to stylistically, and I believe I have the potential to achieve that,” the Valencian added. He is thus opening the door to further collaborations with fashion brands while continuing his commitments as an ambassador for Under Armour. The company seems to be counting on the Spanish ‘champion’ to help revive its business model with his image, during a particularly difficult time for the US company.