Streetwear and crop tops take World Cup fashion to new heights

The unveiling of matchday jerseys has become a highly anticipated event during each World Cup. This year, the campaigns from Adidas and Nike, the leading kit providers, have introduced a fresh approach, prioritizing streetwear aesthetics over conventional uniform sets.

Both brands are blending heritage designs with modern streetwear elements, reflecting the evolving role of football culture in shaping global fashion. Nike’s World Cup home shirts were presented through a cinematic short film starring players like Virgil van Dijk and William Saliba, showcasing kits paired with cargo pants and sneakers. Adidas, however, took a bolder step by launching away shirts in Los Angeles, where models wore flared trousers and micro-shorts alongside celebrities such as Kendall Jenner.

“The future of football is women, and those who don’t invest in them are missing out on expanding fandom in half the population,” says Sam Handy, who highlights the intersection of streetwear, music, and sports as a universal cultural force.

Streetwear’s roots trace back to the UK in the 1970s, when the casuals subculture favored everyday styles over team uniforms. Polo shirts, denim jackets, and flared trousers from brands like Fila and Fred Perry became staples, eventually influencing mainstream fashion. Adidas has revived this trend with a £80 Britcore Jersey, blending 90s nostalgia for layered outfits or standout weekend looks.

Nike also embraced the fusion, introducing a Jordan and Brazil collaboration ahead of the 2026 World Cup. The “old-school jersey” goalie top, priced at £79.99, merges field-ready functionality with streetwear flair, offering fans a versatile alternative to traditional kits.

Notably, crop tops have emerged as a standout feature, first introduced by Adidas for European clubs in 2025. These shorter styles, inspired by fans customizing jerseys, aim to cater to a broader audience, including female supporters. Ellie-Ann Prendergast, a 22-year-old Liverpool fan, shares how her passion for match-day fashion has deepened her connection to the team.

Historically, sports fashion faced resistance. In 2005, the NBA enforced a “business casual” dress code to limit streetwear’s presence. Players circumvented this by hiring stylists to blend personal expression with professional attire. Today, footballers like Kylian Mbappé and Marcus Rashford are leveraging fashion to build distinct identities, often attending Paris Fashion Week when off the pitch.

The influence of American leagues like the NBA and NFL is evident in the current World Cup collections. While streetwear is now mainstream, its integration into sports was once met with skepticism. French players, in particular, have long embraced bold styles, with viral moments from the 2018 season marking a turning point in how fashion intersects with football culture.