Find out how Adidas and Belgium are incorporating René Magritte's art into the 2026 World Cup jersey to reach a wider audience.
Here, the soccer jersey goes beyond mere sportswear to become a cultural symbol. For a brand, partnering with a federation offers the opportunity to reach a wide audience by connecting with a shared history. This is the strategy adopted by Adidas and the Belgian Red Devils, who are incorporating René Magritte’s artwork into their World Cup campaign.
After highlighting cycling (Euro 2016), the Tomorrowland festival (2022 World Cup), and Tintin (Euro 2024), Adidas is paying tribute to the painter René Magritte with the Red Devils’ away jersey for the 2026 World Cup. Visually, the kit combines a light blue background with pink and white details. Inside the collar, the phrase “This is not a jersey” directly references the painting *The Treachery of Images* and the famous line“This is not a pipe.” To accompany this launch, members of the national team, including Kevin De Bruyne and Amadou Onana, recreated the famous painting *The Son of Man*, posing in suits with a green apple in front of their faces.
With this campaign, Adidas is targeting not only soccer fans but also art lovers. In doing so, it brings together two cultures. By drawing on Belgium’s national heritage, the sportswear manufacturer is creating a product that generates interest. As highlighted in analyses by L'Équipe, this type of jersey becomes part of everyday life and a topic of conversation before the competition begins. It’s a brand positioning strategy that demonstrates how sports apparel can incorporate elements of pop culture to broaden its audience.
This approach can just as easily draw on amateur soccer in France. Paying tribute to local history, a landmark, or a prominent figure allows a club to develop a unique visual identity. For a sponsor, appearing on a uniform that tells a local story offers more memorable visibility than a logo placed on a blank piece of fabric. It’s a concrete way to highlight a company’s ties to the local community and strengthen its connection with its members.
Key takeaways
Want to design jerseys that highlight your local partners and your club’s identity? Check out our stories.
What is the hidden message on Belgium's jersey?
The collar features the inscription “This is not a jersey.” It’s a nod to René Magritte’s famous phrase, “This is not a pipe,” painted on his painting *The Treachery of Images*.
Which other Belgian icons has Adidas honored?
In the past, the sportswear company and the Belgian federation have already highlighted the country’s heritage through cycling, the Tomorrowland festival, and the comic book character Tintin. It’s a lasting partnership built for the long term: the perfect sponsorship.
Why combine sports and culture in sponsorship?
This combination helps attract a broader audience than just sports fans, build a compelling narrative around the club, and make the jersey more appealing for everyday wear.
Here, the soccer jersey goes beyond mere sportswear to become a cultural symbol. For a brand, partnering with a federation offers the opportunity to reach a wide audience by connecting with a shared history. This is the strategy adopted by Adidas and the Belgian Red Devils, who are incorporating René Magritte’s artwork into their World Cup campaign.
After highlighting cycling (Euro 2016), the Tomorrowland festival (2022 World Cup), and Tintin (Euro 2024), Adidas is paying tribute to the painter René Magritte with the Red Devils’ away jersey for the 2026 World Cup. Visually, the kit combines a light blue background with pink and white details. Inside the collar, the phrase “This is not a jersey” directly references the painting *The Treachery of Images* and the famous line“This is not a pipe.” To accompany this launch, members of the national team, including Kevin De Bruyne and Amadou Onana, recreated the famous painting *The Son of Man*, posing in suits with a green apple in front of their faces.
With this campaign, Adidas is targeting not only soccer fans but also art lovers. In doing so, it brings together two cultures. By drawing on Belgium’s national heritage, the sportswear manufacturer is creating a product that generates interest. As highlighted in analyses by L'Équipe, this type of jersey becomes part of everyday life and a topic of conversation before the competition begins. It’s a brand positioning strategy that demonstrates how sports apparel can incorporate elements of pop culture to broaden its audience.
This approach can just as easily draw on amateur soccer in France. Paying tribute to local history, a landmark, or a prominent figure allows a club to develop a unique visual identity. For a sponsor, appearing on a uniform that tells a local story offers more memorable visibility than a logo placed on a blank piece of fabric. It’s a concrete way to highlight a company’s ties to the local community and strengthen its connection with its members.
Key takeaways
Want to design jerseys that highlight your local partners and your club’s identity? Check out our stories.
What is the hidden message on Belgium's jersey?
The collar features the inscription “This is not a jersey.” It’s a nod to René Magritte’s famous phrase, “This is not a pipe,” painted on his painting *The Treachery of Images*.
Which other Belgian icons has Adidas honored?
In the past, the sportswear company and the Belgian federation have already highlighted the country’s heritage through cycling, the Tomorrowland festival, and the comic book character Tintin. It’s a lasting partnership built for the long term: the perfect sponsorship.
Why combine sports and culture in sponsorship?
This combination helps attract a broader audience than just sports fans, build a compelling narrative around the club, and make the jersey more appealing for everyday wear.
