Spain's World Cup victory in New Jersey on Sunday was not without its share of off-pitch drama, but for FC Barcelona winger Lamine Yamal, the spotlight extended beyond his performance. The 19-year-old, who did not score in the final against Argentina, inadvertently became a walking advertisement for 6PM, a German streetwear label based in Frankfurt.
Yamal, already the youngest player to win both the European Championship and the World Cup, was photographed during the match wearing the brand's boxer shorts, which quickly went viral on social media. The underwear, part of a two-pack retailing for €30, has not yet sold out, according to the 6PM website, but the exposure has been invaluable for the label.
A Frankfurt Start-Up with Moroccan Roots
6PM was founded in 2016 by Achraf Ait Bouzalim, a Frankfurt-born entrepreneur of Moroccan descent who dropped out of a business administration degree. The brand has carved a niche among hip-hop fans, initially venturing into music production with German rappers like Reezy, Stickle, and Luciano. Like Yamal, whose father Mounir Nasraoui is Moroccan, 6PM embodies a young, multicultural, and international identity that resonates across Europe.
The label's social media strategy relies on English-language content and exclusive drops that sell out quickly, creating a sense of urgency and community. During the World Cup, 6PM ran a prediction competition on its site, further engaging fans. On Instagram, the brand has 483,000 followers, a fraction of Yamal's 56.2 million, but the viral moment has boosted its profile significantly.
In a post celebrating Yamal's win, 6PM wrote: "WE'RE NOT SAYING THEY MAKE YOU SCORE BETTER, BUT CONGRATS @lamineyamal ON WINNING THE 2026 WORLD CUP WITH LA ROJA." The post played on the idea that the underwear had a supporting role in Spain's success, a lighthearted claim that resonated with fans.
Yamal's journey to stardom is well-documented. Born to a Moroccan father and a mother from Equatorial Guinea, Sheila Ebena, who was 16 at his birth, he was named after two neighbors who supported the family financially. A famous baby photo with Lionel Messi, taken in 2007, has become a symbol of his early promise. His younger brother Keyne, who attended every match of Spain's campaign, also became a fan favorite.
The final itself was marred by post-match scuffles as tempers flared, but for 6PM, the focus remains on the marketing win. The brand's ability to capitalize on a spontaneous moment reflects a broader trend in European sportswear and streetwear, where labels like 6PM compete with established giants by leveraging authenticity and social media.
As Europe's football scene continues to globalize, stories like Yamal's underscore the continent's diverse talent pool and the commercial opportunities that arise from it. For now, the 6PM boxer shorts are a testament to how a simple product can become a cultural talking point, even without a goal.
