Home Depot teams with Men in Blazers for World Cup content bus
Home Depot sent a co-branded World Cup bus with Men in Blazers, betting soccer buzz can spill into watch-party, patio and grilling sales.
Home Depot is taking its World Cup push out of the ad lane and onto the road, sending a custom-built co-branded bus with Men in Blazers Media Network to select host cities as a mobile studio for content tied to the 2026 tournament. The tour will stop in Los Angeles, Seattle, Philadelphia, Atlanta, Boston, Dallas, and the New York-New Jersey area, with a content slate that includes a daily podcast called Morning Cupdate hosted by Betty Glover, a five-part DIY FC series, and a three-part docuseries following the Men in Blazers journey.
For store teams, the point is not the bus itself but the traffic it is meant to create. Men in Blazers says it was founded in 2010 and now delivers more than 3.5 billion annual views and more than 4 million social followers, giving Home Depot a way to reach soccer fans in a setting that feels native to the sport rather than a straight retailer pitch. That matters on the sales floor because World Cup excitement tends to show up as last-minute projects: backyard cleanups, patio updates, grilling gear, lighting, and quick fixes for watch parties.
Home Depot already had a broader plan around the tournament. The company became the Official Home Improvement Retail Supporter for FIFA World Cup 26 in North America on Dec. 4, 2024, for a tournament that will feature 48 teams and 104 matches across Canada, Mexico, and the United States. Home Depot said the partnership would include stadium and FIFA Fan Festival activations, supplier collaborations, hospitality, and volunteer opportunities for associates, turning the World Cup into both a customer-facing campaign and an internal operating calendar.
That approach deepened in December 2025, when Home Depot said it would launch its first World Cup brand campaign, We All Have a Name, roll out special-edition orange FIFA World Cup aprons to all 475,000 associates across North America, and offer a soccer-themed June Kids Workshop in every store. The company also said supplier partners in select categories could participate through Orange Apron Media, extending the tournament message into product placement and shopper messaging.
For department leads and store managers, the practical payoff will depend on how well the promotion translates into endcap sets, replenishment, and associate coaching. If the campaign works, it should not just raise awareness; it should send more customers looking for the items that make a home feel ready for a game night, and give associates a timely reason to connect soccer buzz with the project advice Home Depot is built to sell.
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