The sports street wear brand “6PM” is making a fortune after an “unintended” exposure on one of the greatest sports stages by one of the most well-known and recognizable individuals in the sport.
Lamine Yamal, a Spanish winger, repeatedly lifted his jersey to reveal his underwear during the 2026 FIFA World Cup Final.
Over 600 million viewers watched the Final, where the 19-year-old star athlete wore boxer shorts from the German streetwear label “6PM.”
Lamine Yamal helped Spain defeat Argentina 1-0 to win the championship for the second time by playing the whole match.
After the game, 6PM capitalized on the chance and published a picture of Lamine Yamal wearing the shorts on its Instagram profile. According to German tabloid newspaper BILD, the company is now sold out.
Lamine Yamal is not yet a formal brand ambassador for the company that sells a pair of boxers for 30 euros, according to the time of writing.
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