It's safe to say that Angela Baidoo has earned the title of fashion expert. As a trend consultant and senior strategist who has worked with brands as diverse as WGSN, UAL, The Impression and Burberry, Baidoo certainly knows her stuff when it comes to analysing and discussing what will be big this year (and beyond), and which trends have fallen just a tad short. Here, she investigates how 2024 became the year fashion got seriously sporty, from celebrity endorsement to athletic collaborations and influencer style to iconic sporting moments.
Sharing a passion for devoted fandom, it’s no wonder that the worlds of sport and fashion are starting to collide. No longer relegated to branded merch (although that’s a very lucrative part of helping fans pledge their allegiance to club and country), athletes have now become the new influencers. Polka dots and tennis skirts see a revival every June thanks to the celebrity crowds at tennis championships like Wimbledon, and sporting’s biggest event—the Olympics—inspires us all to tap into the latest innovations in activewear for our run clubs and gym sessions.
It is well documented that nothing unites more people—from multiple walks of life—than sports, whether it's holding your breath during a penalty shoot-out, cheering on the world's number one on Wimbledon’s centre court or willing Team GB to bring home the gold at the Olympics and Paralympics. And in the past few years, what we wear whilst enjoying sporting events has mattered just as much as the teams we support. With fashion fully embracing sports, we can all pick our players when it comes to how we show up to tournaments, matches and competitions in 2024.
Now, as summer continues its obsession with all things sporty, how has it made an impact in our wardrobes, and how can we take it beyond the ubiquitous yoga set or football tops to make it a mainstay in our daily outfit rotations? Read on as I take you from pitch to track to discover why 2024 is the year fashion got seriously sporty.
Fandom Gets a Re-Boot
It may seem that designers and brands are a little late to the party, as sports such as football have always benefitted from a strong grass-roots community of fans who religiously buy new home and away kits every season (despite prices for football tops nearing the £100 mark), but the beautiful game still remains fertile ground for seasonal collaborations that dedicated fans can't get their hands on quick enough.
Football fans have a history of tapping into the idea of style tribes, adopting a uniform to represent their allegiance to their teams that includes brands and pieces such as a Ben Sherman shirt, Sergio Tacchini tracksuit or Lacoste polo. In 2024, there has been a pivot once again towards a more fashion-focused look that's about more than devotion to a home team, but rather an inspiration point for getting dressed.
Wimbledon fans can tap into tenniscore’s knitted sweaters and pleated skirts to look the part, and wannabe gymnasts can thrift vintage finds to replicate designer kits. Over in high fashion circles, vintage curator Sam Miro’s bespoke designs for the USA Gymnastics Women's National Team set the bar high, and those yet to pick a specialism can peruse the rails of Jacquemus' pop-up gym locker which has taken up residence at Selfridges London as part of the luxury retailer's Sportopia summer takeover.
Women’s football and basketball are two sports also seeing a marked increase in interest from tournament organisers. You only have to consider that over 365 million people watched the Women’s Euros in 2022, with 50 million tuning into the nail-biting final at Wembley when England took home the trophy. And with Formula 1 launching a Grand Prix in Las Vegas—with its opening party pulling in stars from J. Balvin to Kylie Minogue—there are several new avenues for fashion to make its mark by dressing supporters and players alike.
Vetements S/S 24 sequin tracksuit
Over the past few years, we've witnessed the emergence of athleisure as more than workoutwear, the elevation of sport and streetwear to luxury status and names such as Alo Yoga and Gym Shark become synonymous with active lifestyles. And whilst fashion brands used to approach sports in a very technical way (waterproof outerwear for hiking, the perfect leggings for frictionless movement), it was left to a few forward-thinkers to show how both worlds could combine to create something more stylish and playful.
Think Vetements' voluminous sequin tracksuit for spring 2024, sports enthusiast Martine Rose’s A/W 21 collection—which took things meta when models became real-life Subbuteo players—Tomme Studio’s handmade basketball bags, upcoming designer Hattie Crowther’s WAG-approved corsets and sneaker-upcycling specialist and independent brand Haram, which reworks Nike sneakers into clothing and accessories which capture the zeitgeist.
The Summer of Sport
Moving past the time when the easeful flow of yoga was one of the most popular forms of exercise, keeping us all in a leggings-for-everyday loop, we are now exploring a full range of activities to keep our bodies moving, as the past four years brought into sharp contrast the need to keep our minds and bodies healthy through movement.
In 2024, sport in every form imaginable is having its day. This year’s Summer of Sport has given us the opportunity to take to the open road or join in with unexpected communities such as running clubs, which are turning into a new alternative to dating and friendship apps (look out for both Tinder and Bumble’s running club collaborations as they seize on the marketing moment), all the while looking fashionably and technically (sweat-wicking compression top? Check) on point.
It goes without saying that taking part is the most important aspect, but as fashion fully immerses itself with sports teams, clubs and athletes, physically engaging is not always necessary. As collaborations and capsules are becoming so popular, fans are choosing to not save these special pieces for major tournaments, but instead are pairing them with denim shorts, puffball skirts or oversized cargo pants for summer nights out or alternative festival looks. Combining fashion and sport can also foster real-life connections as fans of both worlds bond over a shared love or rivalry at games, culminating in a memorable cultural experience for all.
Tapping into the fashion side of sport doesn’t necessarily require wearing a heavily branded design, as certain colour combinations can be equally as effective. Any pairing of red, white and blue will suit British, French or American fans (who can add a sprinkle of Swarovski stars à la Beyonce in her surprise Team USA introduction video, which has so far racked up 1.3M plays and counting on TikTok); whilst green, yellow and black typically sets you apart as a supporter of Jamaica, and red as a standalone works for both Canadians and the Spanish. Sports-inspired fashion has finally entered the stadium as fanatics on all sides are trading style tips and embracing a new way of dressing for game day.
Pick Your Player
Football is, of course, one of the major players (pun intended) when it comes to engagement in sports. A global obsession, the classic team shirt is the perfect template for designers to play with, no matter what country or team someone supports. Working across all genders and body shapes, they can be updated on a seasonal basis. This was seen recently in the unveiling of the 24/25 season Arsenal away kit, as the club partnered with Foday Dumbuya, creative director of Labrum London, to create designs that highlight the connection the club has always had with Black culture.
But football isn't the only sport that continues to pique fashion's interest outside of game day.
Tennis: Once seen as an elitist sport, when Venus and Serena took over the courts, there was no stopping tennis from taking off in popular culture. Now, with the release of Zendaya-fronted film Challengers, with costumes designed by Jonathan Anderson and all things #tenniscore, tennis is set to continue to be a must-watch summer sport. Not only has the sportier side of tennis taken off in a big way this year, but the elegant courtside style patented by Ralph Lauren during its longstanding Wimbledon sponsorship provides inspiration for fashion enthusiasts each summer, with this season’s slew of celebrities in linen tailoring, polka-dot dresses and sophisticated separates proving to be of great interest to readers of Who What Wear UK.
Basketball: The Women’s NBA saw over 3 million viewers tune into the All-Star Game on ABC this year, and the WNBA is set to make stars of Caitlin Clark (who has already been dressed by Prada), Kelsey Plum (whose stylist has created edgy looks for her from Coach and Marni) and Angel Reese (setting herself apart for embracing quirky looks combining Balenciaga with Marine Serre and Charles Jeffrey LOVERBOY).
Racing: As Formula 1’s pits are becoming the new celebrity hang-out (see Brad Pitt and Charlotte Tilbury), the sport's over-arching influence has been a mood-board favourite for designers for several seasons—think moto jackets and pit crew-style jumpsuits making an appearance at Chanel and Stella McCartney—whilst F1 racing drivers like Lola Lovinfosse and Abbi Pulling are enhancing representation in the sport. Not only that, but stars of F1 are becoming bonafide fashion influencers in their own right, showcasing some of luxury’s high-ticket items in the most casual of ways and with high-profile talents such as Lewis Hamilton helping to redefine what menswear can look like in the modern age.
Track and Field: British athlete Dina Asher-Smith has emerged as one of the UK’s most promising track stars. With a highly developed fashion sense, she has been seen in designer brands from Martine Rose to Jacquemus. Even a cursory glance at the accessorising being showcased on the track (for both men and women) proves the power of personalisation, with hair accessories, fine jewellery and bold makeup all upping the style stakes during serious sporting moments.
Celebrity Interest
Luxury fashion brands have always sought out partnerships with elite athletes, but their influence is being further expanded by appearances by sporting names on the front row at Fashion Month shows and being chosen as brand ambassadors to front major marketing campaigns. Showcasing their newfound love of fashion, athletes have also become unexpected tastemakers, which can often be attributed to the highly attuned tastes of their stylists.
The NBA’s highly popular "tunnel walks" have gained a loyal following of male fans seeking permission to experiment with more directional 'fits from designers including Rick Owens, KidSuper and vintage Raf Simons. NBA player Kyle Kuzma's girlfriend, model Winnie Harlow, can often be found coordinating outfits with her significant other, and the pair is part of a growing set of fashion-sport power couples who are this generation’s David and Victoria Beckham.
The return of the WAG was also (more subtly) spotted at the Men’s Euros Football tournament in Germany this June, as Tolami Benson (girlfriend of Bukayo Saka) took over social media with her distinctive take on sport style in custom corsets and moto jackets, whilst Aine May Kennedy (girlfriend of England midfielder Conor Gallagher) has been seen in double denim, twee knitted cardigans and cropped bombers—all attainable looks for the budding female football fan.
The Paris Olympics is providing a platform for luxury conglomerate LVMH to amplify the country’s history of haute couture, with an Opening Ceremony that featured its brands prominently—Celine Dion wore Dior atop the Eiffel Tower. But it was the lead-up to this year's Games when brands secured athletes across several sports to represent them at the event, drawing in new customers from their fanbases. Dior alone named 15 female athletes as ambassadors, including Hawaiian surfer Carissa Moore, Australian Swimmer Emma McKeon and French para-cyclist Marie Patouillet. And then there are the luxury fashion brands that have taken a starring role in the Olympics itself, as many national uniforms were designed by some of the most well-known names: Ralph Lauren for Team USA, Emporio Armani for Team Italy, Ben Sherman for Team Great Britain, Berluti for Team France, and Stella Jean for Team Haiti.
Breaking the Mould: The Fashion and Sports Partnerships to Fangirl Over
Grace Wales Bonner X Adidas Originals: Reaching an "IYKYK" level of notoriety within fashion circles only served to add instant validity to designer Grace Wales Bonner's Adidas Originals collaboration. With a number of the sneaker styles consistently selling out, the retro feel of the brands' sports-infused collections is used to dress up as well as down, as the preppy aesthetic lends itself to smart wide-leg trousers and classic white T-shirts along with three-stripe short-shorts and oversized blazers.
Connor Ives Shirred Football Shirts: Spearheaded as an unofficial summer uniform on TikTok, the football jersey has been reworked into many directional iterations, but Conner Ives, whose brand has always tapped into the world of sports, reimagining casual styles as occasion attire, has created shrunken shirred football jerseys, adding an ultra-girly layer for fans to wear to their games.
Lacoste Olympic Heritage Collection: With a long history in the sports arena, French fashion brand Lacoste has stepped up to the podium to create a collection marking the 100th anniversary of the Olympics. But this is not the first time the brand has worked with the event; it also developed capsules in 1968 for the Mexico Games, 1in 984 for Los Angeles and in 1992 for Barcelona. The Paris collection uses an iconic combination of red, off-white and blue, and has a vintage feel seen in its sports tanks, polo shirts, shorts and rain ponchos—all of which are likely to be future collectibles from this year's games.
Shop the Sports Aesthetic:
Opening Images: Getty Images; @sofiamcoelho; @rayan.xasan; @nadiaidder
