Wagamama Tackles Football With Limited-Edition Retro Shirt Drop

As summer tournaments take over the calendar, wagamama is moving into football’s sphere. The pan-Asian brand has teamed up with Icarus Football to release its first retro-inspired football shirt, alongside a nationwide matchday offer built around the simple act of showing up in a kit.

At the centre is a limited drop: 600 shirts, designed with 90s terrace references and wagamama’s minimal branding language. Red geometric detailing, a black collar, and an “Est. 1992” crest sit alongside a tongue-in-cheek sponsor hit. 

Half of the shirts will be released through the Soul Club app. The rest via Uber Eats, tied to member access and spend-based entry. Ordering food becomes part of the drop system. However, the second part plays out in restaurants.

From June 29 to July 19, customers wearing a football shirt into any wagamama location between 4–7pm will receive a free side with any main meal. No codes, no registration. Just with a Jersey .

Across more than 400 UK restaurants, thousands of sides will be given away daily, from Buldak wings to hot honey chicken and bang bang cauliflower.

The idea is simple: football sets the mood, and Wagamama is where people go after the game to unwind and eat.

“Great food, like great football, brings people together,” says Nat Sajal, Senior PR & Paid Media Manager. “These shirts are a badge of honour, and a ticket to something shared.”

The campaign builds on Wagamama’s idea that food is more than just something you eat, however it is part of everyday culture and shared routines.

With Wagamama, matchday doesn’t stop at the final whistle. It continues at the table.