FIFA 'to use' Lyon's Unknow Brand for 2026 World Cup champions' ring | OneFootball

FIFA is introducing a champions’ ring at the 2026 World Cup. L’Équipe reports that Unknow Brand, a Lyon jeweller, was picked to create the three-dimensional design.

In a first for football inspired by North American leagues, the winners will receive a ring alongside the trophy on Sunday after Spain face Argentina in the final.

Founded in 2017 by Florian de Launay, Unknow Brand mixes French craft with American influences. Since 2024, France international Vincent Poirier, a former NBA player, has been a shareholder.

Thirty rings will be made for the winning squad and staff. One face will carry the World Cup trophy, the other customised in the champion nation’s colours.

Based in Lyon’s ninth arrondissement, the firm first grew through athletes, with Djibril Cissé an early client and later Neymar, Karim Benzema, Ronaldinho and Tony Parker. The brand aims to make fine jewellery feel less formal, blending luxury codes with street style.

Unknow Brand also crafted Asvel’s championship rings, a first in Europe in French basketball. Its history has had turbulence, with former associate Tolga Dinler sought in a major financial fraud case unrelated to the firm’s activity, and his shares later recovered.

Source: Le Progres