Millions Saw Lamine Yamal's Underwear, Now Everyone Wants to Know What 6PM Is

Spain star Lamine Yamal may have helped deliver the country's second FIFA World Cup title, but one unexpected winner also emerged from the final - German streetwear label **6PM**.

The Barcelona teenager unintentionally gave the brand priceless worldwide exposure after repeatedly revealing the waistband of his boxer shorts during Spain's 1-0 extra-time victory over Argentina in the 2026 FIFA World Cup final.

How did Lamine Yamal underwear 6PM go viral?

Throughout the final at MetLife Stadium, Yamal was seen adjusting his kit on several occasions.

Each time, the waistband of his boxer shorts, featuring the 6PM logo, became visible during television broadcasts watched by hundreds of millions around the world.

The moment quickly spread across social media, with fans identifying the brand and sharing screenshots from the match.

Unlike traditional sports sponsorships, there was no advertising campaign or commercial partnership behind the exposure.

Did Lamine Yamal have a sponsorship deal with 6PM?

There is no indication that Yamal was carrying out a paid promotion or has a formal endorsement agreement with 6PM.

Reports suggest the appearance was entirely incidental, with the teenager simply wearing the brand during the biggest match of his career.

That accidental exposure nevertheless proved to be hugely valuable for the company.

Did 6PM's products sell out?

According to multiple reports, demand for the brand's boxer shorts surged immediately after the World Cup final.

The company's online store reportedly experienced heavy traffic, with some products selling out within minutes as fans searched for the underwear worn by Yamal.

While 6PM has not released official sales figures linking the spike directly to the World Cup final, several reports claim certain styles temporarily went out of stock before later being restocked.

The boxer shorts are typically sold in two-packs for around €30.

What is 6PM?

6PM is a German streetwear brand founded in 2016 by influencer and entrepreneur Achraf Ait Bouzalim.

Based in Frankfurt, the label has built a following among younger fashion consumers through oversized clothing, limited releases and social media marketing.

Following the World Cup final, the brand shared images of Yamal wearing its products on social media, celebrating the unexpected publicity.

Why is the moment significant?

Advertising during a FIFA World Cup final is among the most expensive opportunities in global sport.

Without paying for sponsorship rights or running a commercial campaign, 6PM saw its logo repeatedly broadcast during one of the world's most-watched sporting events.

While it is difficult to quantify the exact commercial impact, Yamal's accidental endorsement generated enormous online attention and highlighted how a spontaneous moment can deliver marketing exposure that brands often spend millions trying to achieve.