Football, fashion, and fandom
With the 2023 Women’s World Cup hailed as the tournament’s ‘most successful in history’, there has been widespread celebration about the sport finally becoming more inclusive. Brands like Beats and Nike championed the competition as an example of the narrative of women’s football being re-written and getting the attention it deserves – challenging archaic perceptions and increasing global visibility. Inspiring campaigns from Disney and LEGO have also aimed to empower younger generations of girls to pick up and stick with football, as more than 43% of teenage girls in the UK who once considered themselves ‘sporty’ have ended up disengaged from sports following primary school.
As women’s football cements itself on the global stage, its following is being reflected in fashion and the various ways supporters are expressing their fandom. Indeed, Nike’s partnership with designer Martine Rose embraces a genderless approach to sports attire, while in Japan, clothing label SOPH has released a collection blurring the lines between football and fashion. However, there are still calls for greater support for the sport at grassroots levels and outside the context of large-scale tournaments. In the wake of the 2023 World Cup, there’s still plenty of work to be done to boost continued participation.
