Burberry Announces Autumn 2026 Campaign 'A Good Sport'

Burberry announces its Autumn 2026 campaign, 'A Good Sport'. Capturing the unique excitement and exhilaration of a match day, the campaign portrays the passion of football from the perspective of the spectators, expressed through a relatable cast.

"Burberry has been part of football fans' lives for generations," says Chief Creative Officer Daniel Lee.

"So, celebrating that connection this summer felt like a natural step."

The campaign film uses Bloc Party's 'Banquet' as its soundtrack. Actors Jason Sudeikis (known for 'Ted Lasso') and Jodie Turner-Smith, Burberry Friend of the House Romeo Beckham, and Brand Ambassador Bright cheer from the stands. TV star Lucy Punch stands in a burger stand queue, while actor Stephen Graham plays the role of a Little Sunday League coach. Models Rosie Huntington-Whiteley and Neelam Gill support from the touchline. The team is completed by international football players including Declan Rice, Eberechi Eze, Leah Williamson, Naomi Girma, and Son Heung-min.

The passion for the outdoors and the belief in the unifying power of sport held by founder Thomas Burberry remain at the core of the brand. The trench coat, parka, and Harrington jacket—symbols of the brand born from functionality and elevated by design and craftsmanship—are designed for comfort in everyday life, travel, and outings. Burberry's iconic house check features on polos and scarves suitable for match watching, showcased alongside the new 'Primrose' bag and 'Knight Runner' sneakers.

Daniel Lee notes: "Burberry has been a part of football fans' lives for a long time. Being 'a good sport' is inherently British, and very Burberry."

KEY STYLES

Sport is deeply rooted in British culture and everyday life, and has long been part of the Burberry story. From the beginning, Thomas Burberry pursued designs that combined practicality and functionality.

Current Burberry signature styles also provide protection against the elements, catering to both dedicated fans who attend matches in bad weather and casual fans who enjoy them when the weather is fair. Iconic raincoats are reimagined with new silhouettes, including the 'Swarby' trench jacket in lightweight tropical gabardine and the fluid, silk 'Tillydrine' trench coat with a gathered flare hem.

Items symbolizing terrace style feature the heritage-color Burberry check, applied to button-down shirts, cashmere scarves, polo shirt trims, Harrington jackets, and the 'Lancaster' parka (gradient check tropical gabardine parka).

Handbags are refreshed with Burberry’s house check coated canvas. The classic check bag originated in 1967 when a Paris store buyer wrapped goods in coat linings. New arrivals include the curved 'Primrose' bag and the 'Pocket Bag', inspired by 1980s archives, which dates back to the same era as the debut of the 'Knight Stamp'.

Lightweight hooded styles and overshirts in seasonal Madras check offer comfortable layering for changing weather.