Carlo Ancelotti has reportedly emerged as the style leader. The Brazil coach appeared in a three-piece suit during the reported 3-0 victory over Haiti, despite temperatures of 28°C. The look matched Ancelotti’s established image: calm, polished and authoritative.
Japan coach Hajime Moriyasu has adopted a similarly formal signature, regularly wearing a three-piece suit. His appearance has drawn comparisons with the waistcoat-led image once associated with Gareth Southgate during his time with England.
Carlos Queiroz chose a very different route. The Ghana coach reportedly became a social-media talking point after wearing a gold chain during the defeat by England. It was a reminder that a coach’s public image can quickly become part of the tournament narrative.
Julian Nagelsmann brings a more relaxed energy to Germany. Known for an informal personality - and even being seen skateboarding to training - he reportedly changed his shirt during the 7-1 win over Curaçao.
Hervé Renard’s crisp white shirt has reportedly become a familiar talisman. Its reputation is linked to his previous Africa Cup of Nations success with Zambia and Ivory Coast, although the tradition has not rescued Tunisia, which has already been eliminated after losing its opening matches.
Pochettino offers another kind of sideline branding with the United States: a winning image softened by humour and celebrity comparisons. The next matches will reveal which styles endure when the pressure rises - and whether results continue to make the outfit look as convincing as the coach wearing it.