However, this World Cup promises to be quite different when it comes to the presentation of new shirts. Sportswear titans Adidas and Nike have opted for collections that incorporate elements of streetwear into their designs. Football kit marketing campaigns are now being launched with the image of footballers wearing their jerseys along with cargo pants, jeans, and sneakers, allowing them to appeal to a broad audience of football fans.
Nike started off with a video commercial where players like Virgil van Dijk, William Saliba, and Cole Palmer are seen posing in their Nike shirts. On the other hand, Adidas took it up a notch and hosted its collection at an event held in Los Angeles, where the company was supported by celebrities like Kendall Jenner and Damson Idris.
As football clothing trends go, their origins lie in the past decades when the casuals movement arose in the United Kingdom. The movement consisted of football supporters who stopped dressing in full kits worn on the field. Instead, they opted for a more fashionable look with brands like Fila, Lacoste, Stone Island, and Fred Perry being particularly popular.
The current collections continue the tradition but apply modern interpretations to traditional archival styles. The Adidas' Britcore Jersey and Nike's Jordan-Brazil collection serve as perfect examples of how past elements can be incorporated into contemporary fashion products for both fans and stylish individuals. They symbolize the fusion of sports, music, and streetwear that happens worldwide nowadays.
The most interesting trend related to the 2026 World Cup will be represented by the introduction of the cropped football shirts. Having been first used by Adidas for the world's top clubs in 2025, they target predominantly women who are willing to get more individualized kits. Indeed, they were inspired by female fans who have created personalized modifications of the shirts.
This development underlines the significance of women for the football culture as Adidas' Sam Handy claims that companies should invest in female supporters to increase the number of fans worldwide. In her turn, Ellie-Ann Prendergast states that she considers styling match-day outfits to be a necessary element of the fan activity.
Moreover, the rising trend of streetwear in football is also influenced by other aspects of cultural relevance, including sports such as the NBA and NFL that are native to America. Whereas some sports organizations in the past sought to curb streetwear through dress code regulations, athletes responded by finding a way to make room for fashion within the dress code. Fashion is one of the most effective means by which athletes can express their identity and build up their personal brand.
Like the NBA, football has not been left behind. This has been demonstrated by notable athletes who constantly interact with fashion. For example, Paris Saint-Germain’s cooperation with Jordan Brand, as well as Arsenal's collaboration with streetwear labels, has resulted in fashion brands being part of a football club. The relationship between football and fashion will become even closer in the coming years.
Written By
Isabella Rossi
Isabella Rossi explores fashion, art, and culture, connecting global trends with deeper social and creative narratives.
