In recent years, the world of football and fashion have increasingly become one, transitioning from Bloke Core to successful collaborations signed by Martine Rose and Wales Bonner. If the upcoming 2024 European Championships can inject new life into the trend, it’s not out of the question that a new idea of sportswear is ready to emerge. The Las Vegas Grand Prix gave a decisive boost to Blokecore thanks to the collection designed by A$AP Rocky for his new role as Creative Director for PUMA and Formula 1. At entirely different altitudes, mountain sportswear has made its way first with skiwear collections from Balenciaga and Dior, as well as, of course, the ever-timeless Moncler pieces, but also with the collaboration between HIDDEN.NY and Salomon. If we add to this the upcoming Paris Olympics and the rise of rugby and hockey jerseys, we can imagine a decidedly interesting 2024.
THE NEW TREND
When it comes to trends, we saw everything in 2023. Such is the hyper-speed, that trends come and go in the TikTok era, indeed fashion shifted at an unprecedented pace throughout 2023.
Sportswear paved European roads in 2023, driving the collision of fashion and football through genderless apparel that champions your favorite team. The UEFA European Football Championship 2024 will take athletic tops to new heights. Further collaborations can be expected in this field, with Martine Rose and Wales Bonner leading the way with football-centric footwear rekindling classic models. Sports tops remain a must-have item in 2024 as well, honoring “Blokecore” subcultures through team-specific uniforms that champion new talent and icons.
The adidas Samba then sat atop the world this year, dominating traditional footwear markets and steadily growing into 2024. Adidas Samba ramped up availability in Q2 while struggling to stay on shelves in subsequent months. Alternative models are rising to take the crown, with adidas Spezial and Gazelle aiming to replace the low-cut hero next year.
New Wave Sport will be a significant player in 2024, escorted by alternative athletic references that leave football fields behind. Generational brands are looking to cycling, racing, and motocross for stimulation. Indeed, during the Las Vegas Grand Prix, “Blokecore” entered a new era, where A$AP Rocky revealed the aforementioned inaugural PUMA collection and his new role as Creative Director for Formula 1.
