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 sees the debut of new kits, with shirt releases generating immense fan excitement. This year, the two leading kit manufacturers—Adidas and Nike—have taken a bold step, shifting focus from traditional uniforms to more streetwear-inspired designs. Their campaigns highlight a growing trend where football culture blends with off-pitch fashion, offering fans creative ways to style their gear beyond standard shorts, socks, and boots.
Adidas and Nike’s bold fashion ventures
Adidas and Nike have introduced collections that reflect the evolving identity of football fandom. Nike’s World Cup home shirts were unveiled through a cinematic short film featuring stars like Virgil van Dijk and William Saliba, showcasing kits paired with cargo pants, jeans, and sneakers. Adidas, meanwhile, took the concept further by launching its away shirts in Los Angeles, where models wore flared trousers and distressed denim alongside micro-shorts, accompanied by celebrities such as Kendall Jenner.
“It’s a way of showing fans how to bring the kits into their own life,” explains Adidas football’s global manager.
The roots of streetwear in football
Streetwear’s influence in football dates back to the UK’s casual subculture of the 1970s. This group favored relaxed, everyday looks, replacing full team colors with items like polo shirts, denim jackets, and flared trousers from brands such as Fila and Fred Perry. Over time, these styles transcended the sport, becoming mainstream. Adidas has acknowledged this evolution with its £80 Britcore Jersey, described as a 90s-inspired piece ideal for layering or making a statement at weekend events.
Embracing individuality on the pitch
Nike’s recent Jordan and Brazil collaboration adds another layer to this trend, introducing a “field-ready style, remixed for the streets” goalie top priced at £79.99. The 2026 World Cup, set to take place in the US, Mexico, and Canada from 11 June to 19 July, has seen brands blur the lines between sportswear and streetwear. Cropped shirts, first introduced by Adidas for European clubs in 2025, have gained traction as a nod to fan customization, with some calling it a move to cater to female audiences.
“The future of football is women, and those who don’t invest in them are missing out on expanding fandom in half the population,” emphasizes Sam Handy.
Fashion as a bridge to fandom
For 22-year-old Ellie-Ann Prendergast, the act of styling match-day outfits has deepened her connection to Liverpool. “Styling myself for games has made me enjoy them more,” she shares. The trend also resonates with new fans, who feel welcomed into the community through shared fashion interests. “As a new football fan, I feel like I’ve been accepted straight into the fanbase because they’re such a family,” she adds.
From basketball to football: A cultural crossover
With strong ties to the trendsetting NBA and NFL, it’s fitting that streetwear styles now dominate North American World Cup kits. Yet, this integration wasn’t always seamless. In 2005, the NBA imposed a dress code requiring players to dress “business casual,” aiming to exclude streetwear. Players worked around the rules, hiring stylists to balance professionalism with personal flair.
Footballers as style icons
Many modern footballers have grown up admiring basketball stars, a connection that fuels their interest in fashion. British content creator Tiannah Pedler notes that fashion is one of the few avenues for players to express individuality. “Those passionate about style can build a strong personal brand,” she says. David Beckham exemplified this in the early 2000s, while Kylian Mbappé, Marcus Rashford, and Jude Bellingham have recently attended Paris Fashion Week. French players, too, have long been associated with innovative outfits that regularly trend online.
