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Budweiser
Here Comes the Thunder
Drawing influence from our extensive vintage archive and warm nights in front of the TV watching the FIFA World Cup, the Thunder Collection struck the heart of the Big Apple for the first ever FIFA Club World Cup in 2025.
As the inaugural FIFA Club World Cup took over New York City, Budweiser stepped onto the global pitch as lead sponsor, celebrating football’s ultimate club showdown with more than just beer.
Enter the Thunder Collection: a limited-edition merch capsule designed to build cultural relevance around the tournament and deepen Budweiser’s connection with football fans worldwide.
A LIMITED CAPSULE INSPIRED BY 90'S AMERICANA
The Thunder Collection was born from deep dives into WINK's merch archive. A treasure trove of oversized graphics, tournament tees, and classic Americana energy.
Channeling this spirit, the capsule reimagines vintage styles into three modern essentials: a heavyweight T-shirt, retro-cut shorts, and a full tracksuit. Timeless silhouettes with a modern styling.
Today, football and fashion go hand-in-hand, from tunnel walks to city streets. For Budweiser, tapping into this cultural cross-section was the aim of the aim.
By fusing sport with style with a nostalgic archival lens, the Thunder Collection reflects how the modern game lives far beyond 90 minutes, from the stands to the streets.
THUNDER
COLLECTION
The Thunder Collection was designed for movement. For energy. For fans. Premium cottons and breathable blends meet oversized fits, made for the stadium, the sidewalk, and all the spaces in between.
LIGHTNING LIFESTYLE
Released as a limited-edition drop during FIFA Club World Cup week, the capsule was available exclusively in New York City for a fleeting window.
No restocks, no online orders. Just one kick-off was all it needed to get global traction.
Shot on the streets of NYC by iconic French artist Bleumode, the Thunder Collection campaign sits at the intersection of football romanticism and street culture.
The capsule quickly gained traction and was picked up by global fashion and lifestyle outlets like Office Magazine.
