Burberry has released its Fall 2026 campaign, “A Good Sport,” capturing the atmosphere of a football match day from the perspective of the stands. Creative Director Daniel Lee described it as a celebration of football fandom and the brand’s long connection to the sport. “Burberry has connected football fans across generations for decades,” he said. “It’s only right that we celebrate this summer.”

Set to Bloc Party’s “Banquet,” the campaign brings together a cast that spans football, film, and fashion. Jason Sudeikis cheers from the stands alongside brand friend Romeo Beckham and ambassador Bright. Jodie Turner-Smith is caught in the pre-game buzz. Lucy Punch queues at a burger van. Stephen Graham plays the coach of a Sunday school children’s league team. Models Rosie Huntington-Whiteley and Neelam Gill roam the sidelines. The lineup is rounded out by England players Declan Rice, Eberechi Eze, and Leah Williamson, plus Naomi Girma and Son Heung-min.

The collection draws from founder Thomas Burberry’s belief in the unifying power of sport and his understanding of the outdoors. Trench coats, parkas, and Harrington jackets are built for a lightweight feel. The Burberry Check appears on polo shirts and cashmere scarves. New additions include the Primrose bag and the Knight Runner sneakers.

Check out the campaign images below: