Louis Vuitton’s World Cup Trophy Trunk Is Ready for Its Close

Since it’s taking place in the U.S., the 2026 version of FIFA World Cup final, scheduled for Sunday at MetLife Stadium in East Rutherford, N.J., is to get a Super Bowl-inspired halftime show. But one constant will be that Louis Vuitton will provide the trophy trunk, as it has since 2010, further underscoring the French luxury brand’s motto that, “Victory travels in Louis Vuitton.” The bespoke 2026 version will be dressed in the brand’s iconic gold and brown monogram canvas and feature a hand-painted gold V. “The closing ceremony is about that color, so we wanted to fit in,” commented Pietro Beccari, chairman and chief executive officer of Louis Vuitton. You May Also Like It’s a high-profile moment for Vuitton, given that upward of 1.5 billion viewers are expected to take in the final match, and that the FIFA World Cup 2026 trophy will travel in its trunk during all its official appearances, most notably at the closing ceremony. Beccari recalled that Vuitton’s inaugural trunk received nearly 10 minutes of screen time during the television broadcast 16 years ago, whereas today it might get under a minute. Still, “there is a lot of emotion involved,” he said. “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. And the trunk that contains the cup also carries a message of optimism.” To celebrate its ongoing partnership, Vuitton is also releasing a limited-edition collection comprising three iconic trunks, inspired by the trophy trunk and featuring the same golden V, plus a hand-painted FIFA World Cup trophy. The Coffret 8 Montres can store up to eight watches on removable cushions. The briefcase-style Cotteville 16 Montres is also targeted at watchmaking fans, while the Malle Courrier Lozine 110 chest-style trunk boasts multiple linen trays that can secure clothing and textiles. All three can be personalized with initials. Beccari, who initially joined Vuitton as marketing and communications director in 2006, said he and Antoine Arnault proposed the idea of a trunk for its trophy “casually” to FIFA principals. “We were all naive about this, and we created a whole ceremony for the presentation of the trophy.” Vuitton is considered an official supplier and branded licensee of the FIFA World Cup 2026. A Vuitton ambassador and “FIFA legend” are to guide it onto the pitch for the presentation. Among personalities who have done the honors over the years include Gisele Bündchen, Natalia Vodianova and Deepika Padukone. “I’m very glad that it continued after I left, and now I came back…and I’m very happy we’ll be at the World Cup this year, too,” Beccari added, alluding to the fact that he went on to helm Fendi and Christian Dior Couture, which, like Vuitton, are controlled by French luxury giant LVMH Moët Hennessy Louis Vuitton. He assumed the management helm of Vuitton in 2023. A Vuitton trunk has been part of FIFA World Cup finals in South Africa, Brazil, Russia and Qatar. Vuitton’s expert artisans in Asnières are capable of creating trunks to transport any precious object. Beccari said recent commissions include trunks for collections of basketballs and soccer jerseys. Might the high-profile moment for the World Cup trophy trunk fuel public interest in the Asnières workshops, among 65 LVMH venues participating in the sixth edition of its open-doors event Les Journées Particulières from Oct. 16 to 18? “We expect lines and a rush on tickets, definitely,” he said. “It’s too long that we don’t do it.” Vuitton’s connections with soccer are multiple: It has an official multiyear partnership with the Real Madrid soccer and basketball teams, and one of its prominent players, Jude Bellingham, is a brand ambassador. Bernard Arnault’s family holding also holds a majority stake in Paris FC, the second-division team that has fanned soccer-mania throughout the French luxury giant. “The whole family participate in this venture. Mr. Arnault is still waiting that they win the Champions League,” he remarked. Beyond soccer, Vuitton supplies trophy trunks for a host of elite sporting events, including the America’s Cup since 1983. Other recent ones included the Grand Prix de Monaco, the Ballon d’Or and the Australian Open.