When the FIFA World Cup trophy makes its way onto the pitch at MetLife Stadium in 2026, it won't be carried by a player or an official. Instead, it will travel inside a custom Louis Vuitton trunk, a tradition that has quietly become one of the most watched brand moments in global sports. The trunk, dressed in the French house's signature monogram canvas and topped with a hand-painted gold V, is part of a partnership that began in 2010 and has since woven the luxury label into the fabric of soccer's biggest event. Main Developments The 2026 edition of the trophy trunk marks the fifth time Louis Vuitton has supplied the container for the World Cup final, following appearances in South Africa, Brazil, Russia, and Qatar. This year, the closing ceremony's color scheme influenced the trunk's design, according to Louis Vuitton chairman and CEO Pietro Beccari. The trunk will be present at all official trophy appearances, most notably during the closing ceremony, where an estimated 1.5 billion viewers are expected to watch the final match. To celebrate the partnership, Louis Vuitton is releasing a limited-edition collection of three trunks inspired by the trophy trunk. The Coffret 8 Montres holds up to eight watches on removable cushions, the Cotteville 16 Montres is a briefcase-style trunk for watch enthusiasts, and the Malle Courrier Lozine 110 features multiple linen trays for securing clothing and textiles. All three can be personalized with initials. Read also: Amazon Prime Day Beauty Winners: Nutrafol and Medicube Lead Sales Beccari recalled that the first Vuitton trunk in 2010 received nearly 10 minutes of screen time during the broadcast, compared to less than a minute today. Still, he emphasized the emotional weight of the tradition. "It's the emotion associated with the savoir-faire of the artisans, of the extreme quality and detailed orientation that we have in our atelier, and that's what makes Vuitton what it is," he said. Background The partnership began when Beccari, then marketing and communications director at Louis Vuitton, and Antoine Arnault proposed the idea of a trunk for the FIFA World Cup trophy. "We were all naive about this, and we created a whole ceremony for the presentation of the trophy," Beccari said. Louis Vuitton is now considered an official supplier and branded licensee for the 2026 tournament. A Vuitton ambassador and a FIFA legend are to guide the trunk onto the pitch for the trophy presentation. Past personalities who have performed this role include Gisele Bündchen, Natalia Vodianova, and Deepika Padukone. Beccari himself has a long history with the brand: he returned as CEO in 2023 after leading Fendi and Christian Dior Couture, all part of the LVMH group. Louis Vuitton's artisans in Asnières, France, have a long history of creating trunks for precious objects. Recent commissions include trunks for collections of basketballs and soccer jerseys. The trunk for the World Cup trophy is made in the same workshop that produces the brand's iconic luggage. Why It Matters The trophy trunk is a high-profile moment for Louis Vuitton, given the enormous global audience for the World Cup final. But the partnership extends beyond the trunk itself. Louis Vuitton has an official multiyear deal with Real Madrid's soccer and basketball teams, and Jude Bellingham, one of the sport's most prominent players, is a brand ambassador. Bernard Arnault's family holding also holds a majority stake in Paris FC, a second-division team that has intensified soccer interest within the French luxury giant. "The whole family participates in this venture," Beccari said, adding that Arnault is "still waiting that they win the Champions League." Beyond soccer, Louis Vuitton supplies trophy trunks for a range of elite sporting events, including the America's Cup since 1983, the Grand Prix de Monaco, the Ballon d'Or, and the Australian Open. Each trunk reinforces the brand's position at the intersection of luxury and global sports culture. What's Next The trophy trunk will be used throughout the tournament's official appearances and during the closing ceremony at MetLife Stadium. The limited-edition trunk collection is expected to generate significant interest among collectors and fans. Separately, the Asnières workshops, along with 65 other LVMH venues, will open to the public from October 16 to 18 for the sixth edition of Les Journées Particulières. Beccari expects long lines and a rush for tickets, noting, "It's too long that we don't do it." Whether the World Cup moment will drive additional public interest in these workshops remains to be seen, but the brand's deep ties to soccer and sports are likely to continue expanding.