Billionaire Boys Club and ICECREAM drop football-inspired summer capsule

Billionaire Boys Club and ICECREAM have taken football styling and filtered it through their own graphic-heavy, archive-minded lens. Football Pack 2026 landed on June 8 and is being sold exclusively through BBC ICECREAM Europe, with a lineup that pairs the blue BBC EU Football Tee with Running Dog Football Shirts in red and blue, plus the IC Running Dog Panelled Track Set. It is a capsule built for summer tournament energy, but it still looks unmistakably like BBC and ICECREAM, not a borrowed sportswear trend.

That matters because this is a brand family with pedigree. Billionaire Boys Club and ICECREAM were founded by Pharrell Williams with NIGO in 2003, and the football references here feel like an extension of that long-running habit of remixing sport, nostalgia and logo play into something more collectible than costume. The appeal is not in making football merch look literal. It is in the way the brands turn jersey culture into something closer to a streetwear relic, with the Running Dog graphics doing most of the heavy lifting.

The most wearable entry point is the blue BBC EU Football Tee, which reads as the easiest way to wear the trend without committing to a full kit. The jersey sits at £105.00, a sharp price for a branded football piece, especially in a release that is exclusive to the Europe webstore and ships to UK, ROW and EU customers starting Thursday, June 11, 2026. The store is also offering free standard shipping on orders over £120/€120, which places the jersey just below the threshold and makes the rest of the capsule feel like a considered add-on, not an impulse bundle.

The more collectible pieces are the Running Dog Football Shirts in red and blue, which push deeper into the language of terrace color and club-strip nostalgia, and the IC Running Dog Panelled Track Set, the kind of retro tracksuit that looks strongest when worn head-to-toe. BBC and ICECREAM are not chasing pure performance gear here. They are using football’s visual grammar, stripes, panels, jersey cuts, to reinforce what has always made the brands work: graphics with a memory, silhouettes with swagger, and just enough sportswear reference to feel right for the next hype cycle.