Key facts
- Lamine Yamal's 6PM boxer shorts gained viral attention following Spain's World Cup final win.
- The German streetwear brand 6PM was founded in 2016 by Achraf Ait Bouzalim.
- 6PM is popular among hip-hop fans and utilizes social media for marketing.
- A two-pack of Yamal's boxer shorts costs 30 euros and is available on the 6PM website.
Spain's World Cup victory has inadvertently provided a significant marketing boost for the German streetwear brand 6PM, thanks to images of young star Lamine Yamal sporting the brand's boxer shorts during the final match. The 17-year-old FC Barcelona winger, who became the youngest player to win both the European Championship and the World Cup, has cemented his status as a social media influencer, with millions of followers.
The boxer shorts, from the label 6PM founded in 2016 by Frankfurt-based entrepreneur Achraf Ait Bouzalim, have become a talking point. Ait Bouzalim, who shares Moroccan heritage with Yamal's father, has built 6PM into a brand popular with hip-hop fans, known for its social media presence and exclusive product drops.
While Yamal did not score in the final, his visibility in the 6PM underwear has generated substantial buzz for the brand. 6PM has leaned into the moment, posting congratulations to Yamal on Instagram and highlighting the potential performance-enhancing qualities of their apparel, albeit humorously. A two-pack of the boxer shorts is priced at 30 euros and remains available on the brand's website.