Spain’s youngest player in the World Cup-winning side may not have scored in the final, but thanks in no small part to his baby bath-tub photos with Lionel Messi, Lamine Yamal cemented his place as La Roja's number one player on social media. The closest contender to his leading role came from his own family with his little brother Keyne, who was at every one of Spain’s matches, the other shining star of Spain's World Cup campaign.
At 19 years and six days, Lamine Yamal became both the youngest player ever to have won the European Championship and the World Cup, and the first player under 20 to achieve this double.
Victory has many fathers as the popular saying goes, so it should come as no surprise that many people want to claim credit for their part in the older Yamal's success, or in this case support.
In many photos from the final, the boxer shorts of the teenage FC Barcelona winger can be seen. They are underwear from the streetwear label 6PM, founded in 2016 by German entrepreneur Achraf Ait Bouzalim.
6PM, the hip-hop fans’ label
Like Lamine Yamal, whose father Mounir Nasraoui comes from Morocco, Achraf Ait Bouzalim, who was reportedly born in Frankfurt am Main in 1995, also has Moroccan roots. The start-up founder dropped out of a business administration degree.
His streetwear brand is particularly popular among hip-hop music fans. 6PM initially also ventured into the music business, producing rap records together with Reezy, Stickle and Luciano. Like Yamal, 6PM embodies a young, international, multicultural identity.
Sheila Ebena, the footballer’s mother, who was 16 when he was born, comes from Equatorial Guinea. The parents, who have since separated, named their child after two neighbours, Lamine and Yamal, who gave the couple financial support in Spain.
6PM is relying on its social media presence - in English - and on exclusive drops that sell out within a short time and are intended to generate strong demand and identification with the brand.
Football fever was already spreading on the streetwear label's site before Yamal boosted their fortunes as during the World Cup visitors were able to take part in a competition by submitting their predictions.
On Instagram, 6PM has 483,000 followers and is revelling in playing up to suggestions its underwear had a strong supporting role for the playmaker as Spain defeated Argentina in a final that ended in fisticuffs as tempers flared at the final whistle. Lamine Yamal has 56.2 million followers on Instagram.
The text of the 6PM post reads: "WE’RE NOT SAYING THEY MAKE YOU SCORE BETTER, BUT CONGRATS @lamineyamal ON WINNING THE 2026 WORLD CUP WITH LA ROJA"
By the way, a two-pack of Lamine Yamal’s underwear costs 30 euros and, according to the 6PM website, apparently has not yet sold out.
6PM collaborates with international artists such as Nigerian graffiti artist Slawn, whose work is printed on T-shirts and hoodies.
As a football fan, Achraf Ait Bouzalim is also likely to be delighted about the Yamal hype.
