World Cup 'Dark Horse' Cape Verde Shines, Putting This Sportswear Brand in the Spotlight
On June 21, Beijing time, Cape Verde drew 2-2 with Uruguay in the second round of Group H of the USA-Mexico-Canada World Cup. After a 0-0 draw with Spain in the first round, they have now held two World Cup champions to draws, making them a standout "dark horse" in this World Cup.
In both matches, 40-year-old goalkeeper Vozinha (pictured below) attracted significant attention for his outstanding performance, especially in the match against Spain on June 15, where he kept a clean sheet with seven crucial saves. Within just a few days, his Instagram followers skyrocketed from 56,000 before the match to 15 million.
After Vozinha's breakout performance, the Capelli Sport jersey he wore quickly sold out. The brand posted that due to "overwhelming fan demand," they are ramping up production and releasing a new batch, including limited editions with island design elements. The jersey is priced at $99.99.
Capelli stated on its official Instagram that even with expedited production, it will take 3-6 weeks for the jerseys to be ready, asking fans to be patient.
Capelli Sport was founded by Lebanese-born entrepreneur George Altirs (pictured below), headquartered in New York, USA, and is a subsidiary of GMA Accessories. George Altirs co-founded GMA Accessories (later operating under the Capelli New York brand) with his brother Masoud "Mike" Altirs in a Brooklyn basement in 1990, initially manufacturing fashion accessories like hair accessories. Today, the company has offices in New York, Shanghai, and Europe.
George Altirs and his family are passionate about football. In 2011, he wanted to provide uniforms for a newly established youth football program and the team of his six sons, customizing a green outfit matching the Lebanese flag, but was rejected by major brands. So, he and his wife Elisabeth decided to launch Capelli as a new brand, with Elisabeth handling creative direction and the first batch of clothing produced in the company's Chinese factory.
Capelli's early products emphasized cost-effectiveness and fast customization, targeting American youth football and grassroots athletes in emerging markets. Currently, Capelli's product line covers football, basketball, volleyball, hockey, fitness, running, and more, offering basic, match, and training items, as well as casual and lifestyle products. Apparel prices range from $55 to $70; equipment (such as footballs, basketball hoops, etc.) ranges from $40 to $300.
Unlike major sportswear brands that use retailer distribution, Capelli prefers to establish direct partnerships with the clubs or associations it serves. According to Altirs, this model allows the company to offer more customized services.
Since founding Capelli, George Altirs has always aspired to reach the World Cup stage, closely following the 2026 World Cup for years. Early on, he invested heavily in sponsoring teams like Serbia and Trinidad & Tobago, but neither qualified for this World Cup.
It wasn't until last autumn that Cape Verde qualified. Cape Verde is an island nation off the west coast of Africa, covering just 4,022 square kilometers with a population under 600,000. This is the country's first World Cup appearance.
After multiple rounds of negotiations with the team, George Altirs finally signed a four-year equipment supply agreement with the Cape Verde men's and women's teams in January this year.
Above: Cape Verde jersey designed by Capelli
George Altirs said Capelli currently provides equipment for over 400,000 youth athletes and more than 100 professional teams, and has begun collaborating with organizations like USA Lacrosse and USA Field Hockey.
In addition to manufacturing apparel, Capelli has acquired six football clubs, including:
- Denmark's HB Køge (76% stake)
- Lithuania's Utenis Utena (majority stake)
- Germany's MSV Duisburg (40.1% stake), one of the oldest football clubs in the world
- Denmark's KFUM Roskilde
- England's Barnsley WFC
- Ghana's Inter Allies FC
George Altirs said he is happy to continue deepening his presence in areas where giants have not prioritized: "Giants cannot eat everything, there’s plenty of business [for us]."
| Sources: sportico, uslchampionship, rg.org, official announcements, georgealtirs official website
| Images: Brand and player official Instagram