Ferran, marketing exploits his rebellious side

PSG forward Ferran Torres has become a marketing darling, leveraging his rebellious image for endorsements ranging from luxury fashion to burger chains.

Ferran Torres has emerged as one of football's hottest marketing properties following his World Cup success with Spain and move to Paris Saint-Germain. The 24-year-old Valencia native is being pursued by major brands seeking to tap into his edgy, rebellious persona—a stark contrast to the typical footballer image.

Torres is currently the face of several high-profile campaigns, including Italian lingerie brand Intimissimi, sportswear giant Under Armour (which shifted its strategy toward him after Stephen Curry's departure), and burger chain Vicio, which notably covers his face with the product itself. He has also attracted interest from luxury fashion houses, with invitations to Milan and Paris fashion weeks, and even appeared in a feature for influential fashion publication WWD.

Managed by Valencia-based agency Leaderbrock Sports and TQTK Studios, Torres is carefully cultivating an image that emphasizes authenticity, resilience, and his commitment to mental health awareness. His team highlights his loyalty to his roots and his willingness to take on unconventional projects. Beyond endorsements, Torres maintains a rigorous lifestyle at PSG, employing a personal trainer, private chef, and hyperbaric chamber at his home near the club's training ground.