American Eagle Outfitters has named the international football star Lamine Yamal as its global ambassador, deepening the brand’s strategic move into global sports culture.

Yamal will represent the brand globally, starring in promotional campaigns and co-creating limited-edition collections, signalling the brand’s investment in global talent and its intersection of sport and fashion. 

The five-year partnership with the football star will begin this summer. 

“American Eagle has positioned itself at the intersection of culture, and for our community, sports are a huge part of their identity,” said Jennifer Foyle, president and executive creative director of American Eagle Outfitters and Aerie.

“Soccer attracts an unrivaled global following, and our multi-year partnership with Lamine Yamal centers AE at the heart of the fandom–highlighting our commitment to him, the sport and our customers.”

Last week, American Eagle Outfitters reported strong holiday demand, led by its Aerie brand, prompting the company to raise its fourth-quarter operating income forecast.