As the 2026 FIFA World Cup approaches, Jamaica’s most iconic spirit brand J Wray & Nephew has unveiled a groundbreaking new cross-cultural campaign titled “Jamaica Wins The World”, created in partnership with Brooklyn-based CHÉ Creative. Centered on the far-reaching global influence of the Jamaican diaspora, the initiative highlights how the island nation’s creative energy has shaped global culture beyond its borders – including the world of football.
From reggae rhythms that dominate global airwaves to bold aesthetic choices that redefine international fashion, the imprint of Jamaican culture travels far and wide, uniting communities and inspiring sports fans across the globe even when Jamaica’s national team is not competing on the pitch. The campaign is intentionally crafted for Jamaicans living in the diaspora and anyone connected to Jamaican culture worldwide, inviting supporters of all national teams to celebrate the island’s enduring legacy and proudly showcase their connection to Jamaica throughout the 2026 tournament.
To mark the campaign launch, the 200-year-old Jamaican spirits brand has released an exclusive, small-batch limited-edition capsule collection that sits at the intersection of fashion, cultural identity, and national pride. Produced in a limited run of only 30 two-piece sets, the collection draws direct inspiration from Jamaica’s iconic flag, merging local artistry with high-end design to give fans a stylish way to celebrate their Jamaican roots at matches, watch parties, and public events.
The first piece in the collection is a collaboration with Rachel Scott, founder and creative director of luxury fashion brand Diotima, 2024 CFDA Fashion Awards Vision Award recipient, and 2024 American Womenswear Designer of the Year. Crafted from 100% silk, the oversized flag can be styled as a headscarf, statement top, or bold accessory. Scott incorporated Jamaica’s signature black, gold, and green color palette alongside a double-sided silhouette of the Jamaican Poinsettia – commonly known as the “Pride of Jamaica” – to create a wearable tribute to Jamaican heritage and identity.
For Scott, the collaboration aligns deeply with Diotima’s core brand mission of creating high-quality craft rooted in meaningful cultural context. “Applying the house’s signature broderie anglaise embroidery to something rooted in Jamaican identity felt deeply personal,” she explained. “As a Jamaican, it means something to contribute to how we show up globally – on our own terms and in our own aesthetic language. I wanted to work with a motif that nods to the vegetation of the island, it cuts away at the fabric with embroidery, and we used the colour of the [Jamaican] flags, and the colours of Wray & Nephew.”
The second piece in the capsule is a collaboration with Jamaican painter Cleark “Nurse” James of Nurse Signs. James brought his iconic hand-painted lettering style to the design, rendering the campaign’s slogan “Jamaica Wins The World” in vibrant national colors for a bold, recognizable tribute to Jamaican creativity.
To lead the campaign rollout, Wray & Nephew assembled a collective of prominent Jamaican artists who have successfully carried the island’s culture to global audiences. Grammy-nominated Jamaican singer-songwriter Shenseea anchors the brand’s Influencer Collective, bringing her signature edgy energy to amplify the limited-edition wearable collection and host a high-profile World Cup watch party for fans.
Designed to be both waved as a symbol of pride and worn as a fashion statement, the two-piece capsule collection aims to resonate deeply with football fans across the globe during the 2026 tournament. Fans are encouraged to join the global conversation by sharing their content with the hashtag #jamaicawinstheworld, and follow the campaign on Instagram via @wrayandnephewus, @wrayandnephewcanada, and @wrayrum.