Ousmane Dembele forms a new partnership with fashion brand Zegna

Fresh off his Ballon d’Or victory in 2025, Ousmane Dembele is about to sign a partnership with the Italian luxury fashion house Zegna, a brand he’s appreciated for years.

While Dembele has already spent three years endorsed by Adidas, he’s selective about collaborations, preferring those that align with his image and declining offers for products that don’t suit him, like certain food and appliance endorsements.

Frank Hocquemiller, Dembele’s image agent, observes, “The most luxurious brands aren’t necessarily the ones that pay the most—they’re the ones that everyone desires and finds appealing.” Despite a comparatively modest social media following at 19 million, far behind famous names like Messi or Ronaldo, Dembélé’s reputation still attracts prestigious companies.

Loic Ravenel, co-director of the CIES Football Observatory, sums up Dembele’s appeal: “He is no longer just a striker who scores goals, he is the Ballon d’Or 2025.” This recognition gives Dembélé an exceptional aura and allows him to choose exclusive partnerships that further elevate his personal brand.