Eberechi Eze and Burberry are Scoring Big

Burberry is heading towards victory. The UK luxury label continues reinventing itself under Daniel Lee‘s creative direction, tapping into football history alongside Eberechi Eze and Phil Foden.

Burberry enlists the duo for its first-ever off-pitch portrait series, seeing the England national team players score big while dripping in Burberry checks. The campaign catches Crystal Palace midfielder Eberechi Eze standing proudly on his local football field, discussing his childhood ties to the sport. “There is an element of being on the pitch that I can’t explain. There’s nowhere else to really experience that type of feeling,” he says in his 25-second personal clip.

Football is not just a game; it’s a part of the very fabric of British culture, with kids and adults bonding over triumphant sports moments. Burberry’s new series is a testament to the unbreakable bond on UK soil, capturing Manchester City midfielder Phil Foden on rain-pouring fields. “I think a lot of British people show passion when they’re on the pitch,” Foden states. The players, clad in Burberry’s latest collection, showcase the brand’s elevated versatility through a sportswear lens while promoting the unity and pride that football brings to the nation.

Hypebeast chats with Crystal Palace’s Eberechi Eze about the relationship between football and fashion, being a top performer in the Premier League and working with Burberry in the new sports series.

Hypebeast: In some ways, fashion and football have always been in sync. What do you think is different about the relationship players have with style today compared to past generations?

Eberechi Eze: It’s about expression. On the pitch, you have a certain freedom to express yourself, the same when it comes to the clothes you wear. How you express yourself to the outside world. I think recently perhaps players in general have felt more empowered and comfortable in expressing themselves with styles constantly evolving per season and per year, there is always something new to try.

Burberry is an iconic, quintessential British fashion brand. What was it like to work with them?

It’s true, the brand is iconic. Growing up you recognise the Burberry Check all around London. To work with them is an honor, especially as such an important element of our partnership involves The Eze Foundation and empowering the next generation. For this, it’s about the people. The people behind the scenes at Burberry are special, and so easy to work with. We have a shared vision on so many things that make it feel such a natural fit.

Growing up in South London, how important was playground football on your development from the academy level to the Premier League?

The playground and the cages are where I first started playing, I think I have probably naturally carried elements of this in my game still to this day. I feel at my best being creative and beating people. I feel free, and the playground is probably where you first learn this and feel that feeling.

As one of the stand-out performers in the Premier League last season, how much confidence in your own ability will you take into the Euros this summer?

I’ve always believed in myself, and trusted my abilities and the things I can do on the pitch. We finished the season really strongly as a team, and in the England squad we also have a special group of players, and I want to contribute everything I can to help the team, and God willing, we can accomplish what we want together.

Do you and a few of your teammates at Palace have any friendly competition on who can put together the best fit?

I wouldn’t say it’s competition but a couple of the guys are heavily into fashion and like to show a bit on the way into training. Joachim Anderson and Chris Richards are probably best for this!

What is your favorite or stand-out moment from your last Premier League campaign?

I wouldn’t say a specific moment but more so how we ended the season. I think we showed what we are really about, playing exciting and expressive football and it was a joy to be a part of.

You and Olise complement each other on the pitch like no other. Do you guys inspire each other off the pitch when it comes to style?

I would say we have our own styles. We are close so naturally you lean into each other on certain things but for sure have unique styles. You could probably say he’s a bit bolder than me.