Burberry opens the season with a major win: its Autumn 2026 campaign, “A Good Sport,” celebrates and draws inspiration from football fandom. Featuring a roster of well-known faces, the brand brings fresh energy to collection storytelling. Jason Sudeikis feels right at home on the pitch, thanks to his role in Ted Lasso. Fellow actor Stephen Graham takes on the role of a children’s Sunday league coach, while models Neelam Gill and Rosie Huntington-Whiteley cheer from the sidelines. Jodie Turner-Smith is captured rushing to make kickoff, remaining effortlessly chic in her haste. Joining the cast are real-life football stars Declan Rice, Eberechi Eze, Leah Williamson, Naomi Girma, and Son Heung-min.

The campaign embodies Burberry’s longstanding appreciation for both sport and etiquette. “This brand has been a real constant for football fans over the years. There’s a certain attitude to being a good sport that is very British and very Burberry,” says Chief Creative Officer Daniel Lee. Shot by photographer Mario Sorrenti, the layered imagery captures the many worlds that exist within football, from young children playing the game to professional athletes competing at the highest level. The thread connecting them all? Burberry’s signature Check.

The collection is designed with practicality in mind, featuring outerwear ready to withstand even the rainiest match day. Known for its iconic trench coats, Burberry stays true to its heritage with pieces such as the Tillydrine Trench Coat and the Swarby Trench Jacket. The brand’s unmistakable Check appears throughout the collection on cashmere scarves, polo shirts, parkas, and jackets. While firmly rooted in tradition, Burberry continues to evolve, introducing new accessories alongside its classics. This season also debuts the Primrose Bag and the Pocket Bag, both crafted in House Check-coated canvas. Together, these additions strike a balance between heritage and modernity.