Streetwear and crop tops take World Cup fashion to new heights
Streetwear and crop tops take World Cup fashion to new heights
Every World Cup begins with the excitement of jersey unveilings. This year’s campaigns from Adidas and Nike stand out for their bold embrace of streetwear aesthetics, diverging from the classic uniform look of past tournaments. The collections highlight a blend of vintage football styles with modern urban fashion, offering fans a fresh way to connect with the sport.
Adidas and Nike have taken creative risks, integrating casual streetwear elements into their kits. Nike’s World Cup home shirts were unveiled with a cinematic short film starring players like Virgil van Dijk, William Saliba, and Cole Palmer, showcasing their outfits paired with cargo pants, jeans, and sneakers. Adidas went even further by launching away kits in Los Angeles, where models wore flared trousers, ripped denim, and micro-shorts alongside the jerseys. The brand’s global manager explains this approach as a way to “inspire fans to incorporate the kits into their daily lives.”
Sam Handy, a football content creator, notes that streetwear has long been part of football’s cultural fabric. “The worlds of streetwear, music, fashion, and culture intersect in football,” he says, adding that it took time for this fusion to gain widespread recognition. The casuals subculture, which originated in the UK in the 1970s, played a key role in popularizing styles like polo shirts, denim jackets, and flared trousers. These pieces gradually moved beyond the pitch, becoming mainstream fashion staples.
Adidas’ new collection includes an £80 Britcore jersey, drawing inspiration from the 1990s. The design is meant for “layering up” or “making a statement at weekend events,” reflecting a broader trend of blurring sportswear and streetwear boundaries. Nike has also joined the movement with its Jordan and Brazil collaboration, introducing a “field-ready style, remixed for the streets” goalie top priced at £79.99. This reflects the growing influence of fashion in sports, particularly in regions like North America where the NBA and NFL have long championed style.
For 22-year-old Ellie-Ann Prendergast, the evolution of match-day fashion has deepened her connection to Liverpool. “Styling myself for games makes me appreciate the experience more,” she shares. Her passion for creating outfits and staying updated on kits has made her feel part of a global fan community. “As a new football fan, I felt instantly welcomed into the fanbase,” she adds, highlighting the inclusivity of this trend.
Though streetwear is now a common feature in World Cup kits, its integration wasn’t always seamless. In 2005, the NBA enforced a dress code requiring players to wear “business casual” attire, aiming to distance the league from urban fashion. However, players soon found ways to incorporate streetwear through stylists, blending personal style with professional representation. Tiannah Pedler, a British football content creator, emphasizes that fashion is a rare opportunity for athletes to express individuality. “Those who care about style can build a strong personal brand,” she says, noting how players like Kylian Mbappé, Marcus Rashford, and Jude Bellingham have increasingly showcased their fashion sense at events like Paris Fashion Week.
A Legacy of Style
French footballers have long been associated with avant-garde fashion, with eye-catching outfits frequently trending online. This tradition dates back to 2018, when streetwear elements were formally adopted into the sport. The trend continues as brands push boundaries, reflecting football’s growing role as a global cultural phenomenon.
“The future of football is women, and those who ignore this are missing out on expanding fandom in half the population,” says Sam Handy.
“The ones that are passionate about fashion can establish a powerful personal brand,” says Tiannah Pedler.