Streetwear and crop tops take World Cup fashion to new heights

Redefining Kit Aesthetics

The unveiling of new jerseys during the World Cup has always generated excitement. This year, however, Adidas and Nike have taken a bold approach, blending streetwear influences into their campaigns more than ever before. Traditional kits—comprising shorts, socks, and boots—are being overshadowed by collections that mix retro designs with modern urban trends. This shift reflects the growing intersection of football culture and everyday fashion, as brands seek to mirror the styles fans adopt both on and off the field.

Star-Studded Collaborations

Nike’s World Cup home jerseys were showcased through a cinematic short film featuring prominent players like Virgil van Dijk, William Saliba, and Cole Palmer. The video highlighted their kits paired with cargo pants, jeans, and sneakers, offering fans a glimpse into how to style the uniforms for daily wear. Adidas, meanwhile, took a more experimental route by launching its away shirts in Los Angeles. Models wore the kits with flared trousers, distressed denim, and micro-shorts, while celebrities such as Kendall Jenner and Damson Idris watched the presentation. As Adidas’ global manager noted, the goal is to inspire fans to integrate the kits into their personal wardrobes.

Casual Culture and Its Legacy

Streetwear’s roots trace back to the UK’s casual subculture of the 1970s, which favored a more laid-back look over team uniforms. Brands like Adidas, Fila, Sergio Tacchini, Lacoste, Slazenger, Stone Island, and Fred Perry became synonymous with this style, introducing items such as polo shirts and denim jackets. Over time, these trends expanded beyond football, becoming mainstream in the fashion world. Adidas nods to this history with its £80 Britcore Jersey, a 90s-inspired piece designed for layering or making a statement at social gatherings, not just for matches.

Gender and Fandom Evolution

Cropped jerseys have emerged as a key innovation in this year’s kits, first introduced by Adidas for European clubs in 2025. These shorter designs are aimed at female fans, inspired by the trend of players customizing jerseys to suit their preferences. Sam Handy, a football content creator, emphasizes that the sport’s appeal to women is reshaping its future. “The ones that are interested in fashion can create this really strong personal brand,” she says, highlighting how players like Kylian Mbappé, Marcus Rashford, and Jude Bellingham are now leveraging their public personas through events like Paris Fashion Week.

Fan Identity and Cultural Impact

For 22-year-old Ellie-Ann Prendergast, the act of styling her match-day outfits deepened her connection to Liverpool. “Styling myself for games has made me enjoy them more,” she explains. The practice of fans dressing up for matches has become a way to feel part of the community, with Prendergast calling it a “family” experience. Meanwhile, the influence of basketball and American football leagues—particularly the NBA and NFL—has made streetwear a natural fit for this year’s North American World Cup designs. Yet, fashion’s role in sports wasn’t always embraced, as seen in the NBA’s 2005 dress code, which required players to dress “business casual” to limit streetwear’s presence.

“The future of football is women, and the people who don’t credibly invest in them are missing out on expanding fandom in 50% of the population,” says Sam Handy.

As footballers increasingly adopt streetwear-inspired looks, the sport’s image continues to evolve. From the 70s casuals to today’s fashion-forward kits, the blend of sport and style is reshaping how fans engage with the game. The 2026 World Cup, set to take place in the US, Mexico, and Canada between 11 June and 19 July, promises to be a landmark event in this cultural transformation.