With the 2026 World Cup quickly approaching, Godspeed Brewery is tapping directly into football culture with the release of a highly limited football kit inspired by the brewery’s iconic label artwork.
Created in collaboration with Icarus Football, the jersey pulls its red colour palette and graphic pattern from Godspeed’s well-known Světlý Ležák 12° label. The number 17 on the kit commemorates the brewery’s opening year in 2017.
The release reflects a growing trend across the craft beverage industry: breweries expanding beyond traditional merchandise into lifestyle-driven apparel and cultural collaborations. Rather than simply producing another branded T-shirt, Godspeed is positioning itself at the intersection of craft beer, football culture, design and streetwear.
The timing is strategic. As anticipation builds for the 2026 FIFA World Cup across North America, breweries and beverage brands are increasingly looking at football as a major cultural and marketing platform. For independent breweries especially, sports-inspired capsule collections offer a way to build brand identity far beyond the taproom.
The kit will be released through the brewery’s online shop in limited quantities, with both men’s and women’s sizes available. According to Godspeed, the initial drop is expected to sell out quickly, with a preorder option planned shortly afterward for those who miss the first release.
For craft beer fans and football supporters alike, it’s another example of how breweries are evolving into full lifestyle brands — not just beverage producers.
