Lidl reissues Joachim Löw's iconic 2010 World Cup sweater

Lidl has released a reissue of the royal blue cashmere sweater made by Strenesse, famously worn by former German national team coach Joachim Löw during the 2010 World Cup in South Africa. The item, often referred to as the ‘lucky sweater,’ sold out quickly on Lidl’s online shop shortly after its release on October 5.

While the online stock is currently exhausted, the sweater is scheduled to be available in over 3,250 Lidl retail locations starting Monday, October 12, priced at 49.99 euros. The collection includes both royal blue and black options in sizes M to XXL.

Discussions surrounding the campaign have also highlighted the use of artificial intelligence in the advertising imagery. Some observers noted that the promotional visuals appear to utilize AI-generated or modified elements to feature the celebrity likeness.