The fashion world is desperate to gain a foothold in football, with brands ranging from Gucci to Converse entering the sport. These brands’ interest in football reflects the changing attitudes of supporters, with younger fans finding new ways to engage and pushing for a more inclusive sport.

Wimbledon is appealing to fashion fans by launching a smart-casual clothing range. With athletic style going beyond the playing field, there is an opportunity for sportswear brands to gain sartorial credibility by helping fans serve timeless, crisp aesthetics on and off the court.

Tokyo’s Nike x SOPH pop-up blurs football & fashion ahead of the Women's World Cup – pushing for more female participation. The event ties to broader trends of equality and inclusiveness in sports by reflecting growing efforts to acknowledge women's perspectives in male-dominated arenas.