Streetwear and crop tops take World Cup fashion to new heights
Streetwear and crop tops take World Cup fashion to new heights
The launch of new kits during the World Cup has long been a highly anticipated event, but this year’s campaigns from Adidas and Nike signal a shift toward more streetwear-centric designs. Unlike past iterations that focused on traditional football attire—such as matching shorts, socks, and boots—this season’s collections blend vintage football elements with modern streetwear aesthetics. These designs reflect the growing influence of football culture beyond the pitch, drawing inspiration from both on-field and off-field trends.
Collaborations and celebrity flair
Nike’s World Cup home shirts were unveiled with a cinematic presentation featuring stars like Virgil van Dijk, William Saliba, and Cole Palmer. The video showcased players styled in cargo pants, jeans, and sneakers, emphasizing a casual yet sporty vibe. Adidas, however, took a more avant-garde approach by launching its away shirts in Los Angeles. The event included appearances by Kendall Jenner and Damson Idris, as models wore flared trousers, distressed denim, and micro-shorts to interpret the kits. This strategy aims to demonstrate how fans can incorporate the kits into their personal style, according to Adidas’ global manager.
“It took a few seasons for everyone to see it,” says Sam Handy, a British football content creator. “The worlds of streetwear, music, fashion, and culture converge in football as a universal shared passion across the world.”
Streetwear’s integration into football fashion has roots in the UK’s casual subculture of the 1970s. At the time, fans began replacing team uniforms with everyday items like denim jackets and flared trousers from brands such as Adidas, Fila, and Fred Perry. Over decades, these styles transitioned into mainstream fashion, influencing broader trends. Adidas has acknowledged this evolution with the introduction of its £80 Britcore Jersey, a 1990s-inspired piece designed for layering or standout weekend wear.
Cropped shirts have also emerged as a bold innovation, first popularized by Adidas for European clubs like Liverpool and Real Madrid in 2025. These shorter designs, tailored to female fans’ preferences, were inspired by the practice of cutting jerseys to achieve a desired fit. “The future of football is women,” Handy stresses. “Those who don’t invest in them are missing out on expanding fandom across half the global population.”
Fan-driven creativity and cultural impact
For 22-year-old Ellie-Ann Prendergast, the act of styling herself for matches has deepened her connection to Liverpool FC. “I enjoy the games more now that I’m part of the look,” she shares. Prendergast, who is “obsessed” with outfitting herself and tracking kit updates, highlights how these trends foster inclusivity. “As a new fan, I feel like I’ve been welcomed straight into the community—it’s like a family.”
The 2026 World Cup, set for the US, Mexico, and Canada from 11 June to 19 July, has seen brands further blur the line between sportswear and streetwear. Cropped versions of shirts are now part of the lineup, reflecting a trend that aligns with the North American sports landscape’s embrace of fashion. This comes as the NBA and NFL have historically maintained dress codes, such as the 2005 NBA rule requiring players to wear “business casual” attire. Yet, athletes found ways to defy these norms, hiring stylists to incorporate streetwear while still representing their teams.
Tiannah Pedler, a British football content creator, notes that many modern players grew up admiring basketball stars. She argues that fashion offers a rare platform for footballers to express individuality. “Those interested in style can build a strong personal brand,” Pedler explains. This phenomenon is evident in the recent participation of stars like Kylian Mbappé, Marcus Rashford, and Jude Bellingham in Paris Fashion Week. In France, players have long been associated with daring fashion choices, with off-pitch outfits frequently gaining viral traction.
