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SportsLamine Yamal inadvertently causes sell-out of German underwear brand 6PM after World Cup celebrations
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Following Spain's 2026 World Cup victory over Argentina, FC Barcelona star Lamine Yamal inadvertently caused a sell-out of the German streetwear brand 6PM after repeatedly revealing his underwear during celebrations. The brand, created by influencer Achraf Ait Bouzalim, saw its online store overwhelmed by fans, straining servers and depleting stock. The underwear, priced affordably (€30 for a pack of 2), quickly sold out, prompting Bouzalim to announce replenishment. The brand's Instagram account, now with 483,000 followers, capitalized on the free publicity by posting images of Yamal wearing different models during the tournament. The article notes that Yamal had never appeared on the brand's page before the World Cup.
Source report
The underwear brand worn by Lamine Yamal during Spain's World Cup title celebrations has sold out, after fans rushed to purchase it online.
Yamal's appearance with his shorts pulled very low during the celebrations drew widespread criticism. However, the gesture—combined with his habit of lifting his shirt during the final against Argentina (1-0, a.e.t.)—also had a commercial upside: it revealed the brand of his underwear, 6PM.
According to German tabloid SportBild, the brand's online store was overwhelmed by fans of the Spanish superstar, leading to a sell-out in record time.
Stocks Replenished
The surge in demand, generated by the free advertising from the La Roja player, reportedly strained the site's servers. The 6PM brand was founded by influencer Achraf Ait Bouzalim, based in Frankfurt.
"It is still unknown exactly how Lamine Yamal got hold of this underwear from the German streetwear brand," Bild noted.
The official Instagram account of 6PM, which now has 483,000 followers, has been capitalizing on the enthusiasm. Several images of Yamal wearing different models of the underwear were published during various moments of the World Cup.
"We're not saying it helps score more goals, but congratulations to Lamine Yamal for winning the 2026 World Cup with La Roja," the account wrote.
Before the World Cup, Yamal had never appeared on the brand's page.
Affordable Pricing Drives Demand
In a message on his personal Instagram page (followed by nearly 450,000 people), Achraf Ait Bouzalim announced that stocks had been replenished after being ransacked due to the "Yamal effect."
The products are priced affordably:
- €30 for a pack of 2 boxers
- €54 for a pack of 4
- €72 for a pack of 6
This pricing likely contributed to the sudden surge in demand.
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Lamine Yamal's Underwear Brand Sells Out After World Cup Win