- Fermín López is now the first-ever male brand ambassador for Dsquared2
- The FC Barcelona and Spain national team midfielder will front global campaigns and appear at major brand events
- The deal comes weeks after Dsquared2 signed singer Bad Gyal as its first-ever ambassador overall
Dsquared2 has named FC Barcelona star Fermín López as its first-ever male brand ambassador, tasking him with fronting global campaigns and appearing at international events.
Founders Dean and Dan Caten praised the 23-year-old’s “electric” energy on the pitch and his “natural, cool attitude” off it, saying it fits the brand’s DNA.
The move follows a similar strategy shift Dsquared2 made just weeks earlier when it named singer Bad Gyal as its first-ever global brand ambassador, signaling a broader push to court younger Gen Z consumers.
Dsquared2 CEO Chiara Baravalle has said the brand’s next growth phase depends on converting younger fans who already engage with the label into paying customers.
López, an attacking midfielder who helped Spain win Euro 2024 and Olympic gold in Paris, called fashion “a way to express who I am outside of the pitch.” He’s currently recovering from a foot fracture that will sideline him from the 2026 World Cup.
The tie-up extends Dsquared2’s long history with soccer, having previously designed Juventus off-field kits and tapped Zlatan Ibrahimović for its spring 2021 campaign.
Athletes are securing major brand ambassadorship deals. Álvaro Morata was recently named global brand ambassador for InMotion, reflecting fashion and lifestyle brands’ growing appetite for footballers as the face of their campaigns.
Takeaways
Dsquared2 is clearly building a two-track ambassador strategy (music with Bad Gyal, sports with López), betting that both worlds pull in the Gen Z audience the brand is chasing. It’s a notable pivot for a house that’s leaned heavily on a loyal Millennial customer base for years.
Does pairing a musician and an athlete actually widen a fashion brand’s reach? Is soccer becoming fashion’s go-to sport for ambassador deals? Does Dsquared2’s ambassador spree suggest legacy brands need celebrity muscle to stay relevant with younger shoppers?
