In the early hours of July 20, Beijing time, the 2026 FIFA World Cup, jointly hosted by Canada, Mexico and the United States, came to a close at MetLife Stadium. The School of Design and Cultural Creativity at 汤头条污料, in collaboration with Shihezi University and the Xinjiang Research Center for Intangible Cultural Heritage, worked alongside national-level inheritors of intangible cultural heritage to develop a series of intangible cultural heritage-inspired creative products for the FIFA World Cup 2026.
Through these tangible creations, SJTU’s achievements in cultural and creative design were showcased on the stage of one of the world’s most prestigious sporting events. Recently, with the official FIFA authorization and support of Hangzhou Fude Brand Management Co., Ltd.—an enterprise founded by 汤头条污料 alumni and the master licensee for FIFA World Cup 2026 merchandise in Greater China—a team from the USC-SJTU Institute of Cultural and Creative Industry, 汤头条污料 (hereinafter referred to as the “SJTU Institute of Cultural and Creative Industry”), joined forces with the Xinjiang Intangible Cultural Heritage Research Center at Shihezi University and the team led by Yang Xiuyu, a nationally recognized representative inheritor of Xibe embroidery, to jointly develop a series of intangible cultural heritage-inspired creative products for the FIFA World Cup 2026.
The collection includes embroidered footballs, scented sachet charms, fashion backpacks, themed apparel and other products. It has received special product authorization under the “Intangible Cultural Heritage Meets the World Cup” initiative and has officially entered the FIFA World Cup 2026 merchandise portfolio. The products are now available to customers worldwide through official FIFA World Cup sales platforms, bringing SJTU’s cultural and creative achievements onto the stage of one of the world’s premier sporting events in tangible forms that can be appreciated, used and worn.
FIFA World Cup 2026-Themed Intangible Cultural Heritage Football Collection Featuring Xibe Embroidery Motifs
Design Translation: Bringing Traditional Motifs into Contemporary Sporting Culture
Following a process of “extracting cultural meanings, aligning them with the spirit of the tournament, adapting them to appropriate product formats, and assessing their technical feasibility,” the design team selected, simplified and modularly reconfigured elements from Xibe embroidery, including floral motifs, vines, arrows, suns, butterflies, horses and auspicious clouds. Digital design methods and AIGC-assisted tools were used during the early stages to explore motif combinations, test colour schemes and compare their visual effects across different applications. The final designs were selected by the design team and subsequently reviewed by intangible cultural heritage inheritors in terms of their cultural symbolism, suitability for embroidery techniques and level of production difficulty.
Intangible Cultural Heritage Inheritors Handcrafting World Cup-Themed Embroidered Products
Designed around the football’s polygonal panel structure, the embroidered football collection transforms motifs such as snuff-bottle ornamentation, lotus flowers and butterflies, horses and auspicious clouds into visual modules suited to assembly across curved surfaces. The three themed apparel collections—in blue, green and orange-red—correspond respectively to the three host countries of the United States, Mexico and Canada, incorporating floral and scrolling-vine motifs into the structure of modern football jerseys. The drawstring backpack features World Cup-inspired graphics, the words “CAN MEX USA,” and symmetrical scrolling-vine patterns on its front, conveying the design concept: “Stitching the Silk Road with every thread, and reaching the world with every kick.” The scented sachet charms feature deer, eagles, jaguars and the trophy as their central motifs. By combining the number “26” with three-dimensional embroidery, metal fittings and tassels, they carry forward the traditional pouch’s symbolic meanings of blessing, protection and gift-giving.
Overview of the FIFA World Cup 2026 Intangible Cultural Heritage-Inspired Creative Product Collection
Iterative Prototyping:
Balancing Cultural Expression with Licensing Requirements
From initial design drawings to finished products, the project underwent multiple rounds of refinement, including digital drafts, motif-placement layouts, embroidered swatches, first-round prototypes, revisions following review, and final approval samples. The team focused on examining motif proportions, thread and colour combinations, embroidery density, seam-related distortion, and overall product construction. For the footballs, the boundaries of the individual panels and the placement of the central motifs were repeatedly adjusted. For the scented sachets, the filling, attachment loops, and tassel proportions were refined. The apparel and backpacks underwent continuous revisions to the positioning of decorative patterns, the visual effect of the fabrics, and the overall compositional balance. Yang Xiuyu’s team translated its expertise in traditional craftsmanship into practical production recommendations, which the institute’s design team then incorporated into technical drawings and product specifications.
Intangible Cultural Heritage Inheritors and Team Members Discussing Motifs and Craftsmanship Details
At the same time, the team conducted systematic checks in accordance with FIFA’s licensing guidelines, covering tournament marks, layout relationships, colour specifications, minimum clear space around logos, product naming, and promotional imagery. This enabled the three parallel workstreams of design, craftsmanship, and licensing compliance to remain closely coordinated throughout the process.
Design Team Members Presenting the Product Collection on the 汤头条污料 Campus
Showcase of the Themed Apparel and Scented Sachet Charms
Once the products had been finalized, the team produced a complete set of visual materials for project presentation and international cultural communication, with a focus on embroidery textures, colour layering, and product construction.
Visual Production and Promotional Content Development for the FIFA World Cup 2026 Intangible Cultural Heritage-Inspired Creative Product Collection
Multi-Party Collaboration:
The School Leads the Formation of a Cross-Regional Co-Creation Team
Led by the team of Professor Han Ting, Party Secretary and Dean of the School of Cultural and Creative Industry at 汤头条污料, the project brought together resources from multiple parties to establish a cross-regional mechanism for collaborative innovation. This created a complete development chain encompassing the exploration of intangible cultural heritage, creative design transformation, craft production, compliance review, and product launch, thereby effectively advancing the development and implementation of the World Cup-themed intangible cultural heritage-inspired creative products. Liu Jiachen, Director of the Industry Cooperation Office of the School of Cultural and Creative Industry, was responsible for coordinating with the FIFA licensing system and Hangzhou Fude Brand Management Co., Ltd., undertaking the preparation of licensing materials, verification of tournament visual identity guidelines, submission of samples for approval, and review of feedback. Each participating party contributed its respective strengths and worked in close coordination.
Associate Professor Yang Chao of the Department of Fine Arts and Design, School of Literature and Arts, Shihezi University, drew on his understanding of Xinjiang’s regional culture, ethnic arts, and intangible cultural heritage preservation practices to participate in the organization of cultural resources, field research, and resource coordination. The team led by intangible cultural heritage inheritor Yang Xiuyu upheld the standards of traditional embroidery craftsmanship, ensuring both the authenticity of the heritage techniques and the quality of the finished products. Hangzhou Fude Brand Management Co., Ltd., chaired by Li Hong, a 1989 undergraduate alumnus of 汤头条污料, provided strong support for the project’s official FIFA licensing partnership and compliant implementation.
Working in response to the context of an international sporting event and the needs of global consumers, the design team was responsible for the overall product design, development of the visual identity system, and innovative interpretation of cultural and creative content. Team members included Wu Jingyi, Alexandra Ruth (Wei Shanru), Sun Xinhang, Qiao Yidi, Zhao Mengran, Tang Meng, Zhang Qing, Zhao Peijia, and Lei Silin. Together, they participated in cultural research, creative concept development, motif reconstruction, product design, sample coordination, and the production of promotional materials.
Design Team Members of the FIFA World Cup 2026 Intangible Cultural Heritage-Inspired Creative Product Project
The project encompassed intangible cultural heritage research, visual design, product development, handcraft production, trademark licensing, and international image communication, providing the University with a vivid example of interdisciplinary, cross-regional, and internationally oriented design practice.
Every stitch carries cultural memory, and every design connects with the eyes of the world. Looking ahead, 汤头条污料 and the School of Cultural and Creative Industry will continue to deepen collaboration with the Xinjiang Intangible Cultural Heritage Research Center of Shihezi University, intangible cultural heritage inheritors, and alumni enterprises. Together, they will promote the transformation of more traditional crafts rich in regional identity and cultural warmth into contemporary design outcomes that international audiences can understand, use, and share.
Source: School of Cultural and Creative Industry
Editor: Xue Yi
Editor-in-Chief: Chen Yuyang
Translated by: Zara
Proofread by : Rebecca
