Luís Figo football legend and symbol of Fair Play
The founder of the brand LF Luís Figo awarded in Florence for his human and professional path, between sport, entrepreneurship and style.
Florence, 4 July 2025 – Luís Figo, entrepreneur and global icon of contemporary lifestyle, was awarded the title of “Mythical Character” as part of the 29th edition of the Menarini Fair Play International Award, held on 3 July in Fiesole.
The award celebrates not only one of the most brilliant football careers of recent decades, but above all a path that today sees Figo as the protagonist aswell as the founder of the LF Luís Figo brand, a project that combines sporting elegance, entrepreneurial vision and ethical values.
In receiving the award, Figo – who for the occasion wore a total look from the Spring/Summer 2026 collection by LF Luís Figo, including the new sneakers – underlined the importance of a coherent vision between sport, style and personal values:“This award is an honor. Today my commitment is to tell the story of fair play through my brand and my way of being, on and off the pitch. It is an award that speaks to the past, but also looks to the present and the future.”
The SS26 collection, previewed at Pitti Uomo 108, reflects the brand’s identity: a sophisticated yet dynamic aesthetic, designed for the cosmopolitan man, and built on high-quality materials and sartorial attention. A project born from the dynamism of travel wear, to redefine the boundaries between functionality and style in a language of contemporary elegance.
With 127 appearances for the Portuguese national team, a Golden Ball, and a list of honours that includes Champions League, league titles and international trophies, Luís Figo has marked a generation. But today, through LF Luís Figo, he is carrying forward a new narrative, in which entrepreneurship, design and cultural vision intertwine.
The Menarini Fair Play Award, given annually to personalities who stand out for their integrity, ethics and positive impact, recognizes Figo as a transversal model: a man capable of translating sports discipline into a lifestyle and a business inspired by values.