With the 2026 World Cup just around the corner, football is pushing boundaries. The sport is no longer just about the game, it’s about the connection between Players, Brands, Sport and global trends, from fashion to music and beyond. The new wave of collaborations, the growth of football in the United States, and the cultural impact of the game worldwide are making it clear that football is the dominant force in global culture.
As the World Cup approaches, there’s no doubt that this tournament will be a celebration of football’s rich history, cultural influence, and ever growing presence across the globe. It’s more than just a sporting event, it’s a cultural phenomenon that brings the world together, everything else stops. With FIFA expanding the next men’s World Cup finals from 32 to 48 teams, It means more money can be generated through sponsorships, merchandising, ticket sales and broadcast revenues, with FIFA expecting to earn $11bn up to December 2026. Bumper crowds are expected at the next World Cup as the popularity of football in North America continues to grow. FIFA is projecting as many as 5.5 million fans will attend the next tournament, beating the record 3.6m supporters who attended games in 1994, when there was an average attendance of 68,000 at each game.
Footballs Woven History
As with any culture, football is steeped in a deep and enduring fanaticism, one that transcends the pitch. While the game itself has long captured hearts with its drama and glory, the culture that surrounds it tells another powerful story: one stitched together through fashion, identity, and community.
The roots of football’s fashion culture trace back to the Terrace culture of the UK in the late 1970s and 1980s. This was more than just a subculture, it was a social movement, born from the working class and shaped by the experiences of fans who followed their teams across the country and Europe. In these early years, practical clothing was essential: jackets for the rain, trainers for comfort, and layers for the often bitter cold of the terraces. But it wasn’t long before functionality evolved into statement.
This era saw the rise of the “casual” movement, where fans began to adopt and repurpose sportswear and luxury fashion in equal measure. Brands like adidas, Sergio Tacchini, FILA, Lacoste, Stone Island, and Burberry became synonymous with football terraces, not because they were meant for the game, but because fans redefined their meaning. Wearing these labels was a badge of honour: it showed you had travelled, that you were in-the-know, and most importantly, that you belonged. Clothing choices became coded language, subtle and subversive. A Stone Island patch or a pair of rare adidas trainers weren’t just fashion statements, they were identity markers, loaded with meaning and connection to one’s club, crew, and city. This blending of sport and street fashion created a uniquely British aesthetic that would later echo across borders and generations.
As time went on, terrace style didn’t stay confined to football grounds. It began influencing music scenes, especially in Britain, where Britpop bands like Oasis and grime MCs alike wore the same labels spotted on matchday. The look was co-opted, reimagined, and circulated far beyond its origins.
The Current Wave of Football Culture
With the rise of the internet, there has been a significant de-localisation of football culture. Fans no longer need to attend games or even reside in the country to engage with the sport. Football jerseys have shifted from being symbols of tribal affiliation to becoming more of a nod to the sport’s greats. Teams, particularly in the Premier League, have expanded their global reach, with some building dedicated international fan bases over the last few decades. This has opened doors for brands to gain international prestige, flooding the sport with an influx of money. Consequently, the number of football collaborations has surged, and the integration of streetwear into the sport reflects a broader cultural movement.
They are able to wear their passion proudly, whether it’s through the everyday appeal of generic bloke-core, where football culture blends seamlessly with casual, terrace styles, or by jumping on the latest TikTok trend like #bootsonlysummer, where influencers ironically wore football boots off the pitch. It’s not just about the function or the fashion of the boots themselves; it’s about wearing that connection to the game, the culture, and the lifestyle that comes with it.
The Role of Digital and Social Media
Digital platforms have been pivotal in this cultural shift. Social media, especially, has amplified the reach of the sport, allowing fans worldwide to express their unique style while engaging with football culture. Short, punchy TikToks showcasing football freestyle or futsal have given way to everyday people proudly wearing recently retroed R9 Brazil shirts and Corteiz shirts, making the sport feel more accessible than ever. Navinder Nangla created an incredible non-team-specific “Pashion” football jersey inspired by his youth playing in Leeds and Clint419 made the football shirt based on the Club America Shirt. Platforms like Instagram, TikTok, and YouTube enable fans not only to watch matches but also to participate in the ongoing conversation surrounding football as a global cultural phenomenon. The re-release of iconic football boots, such as the Nike Total 90 and adidas F50, resonates strongly with European audiences, while American culture is now embracing them too, creating a fresh audience for brands to tap into. For many, these boots evoke a time when football was at its most dynamic and exciting, while for newer audiences, they offer a chance to align with the culture and its nuances.
A New Era of Football Fandom
The purists already hate it but the 2026 FIFA World Cup in North America will be more than just a sporting event. It will serve as a global opportunity to expand the market share of football (Soccer) departments eager to capitalise on the cultural noise it generates. As the tournament builds towards a fever pitch, expect everything to seamlessly blend into one long football themed roll out. Fans will flock to the host cities, not only to watch their teams compete but to fully immerse themselves in the cultural experience of the World Cup. From the iconic stadiums in Mexico City to the vibrant streets of Los Angeles, the 2026 World Cup promises to be an unforgettable spectacle, celebrating the sport’s global reach and its growing influence in fashion, music, and beyond.
The push to integrate football with lifestyle, culture, and technology is only just beginning. We are living through the next era of the sport that will transform in how the game is viewed, not just as a sport but as a cultural movement that transcends boundaries, connects people from all walks of life, and continues to shape the way we express ourselves through fashion and identity. The future of football is one where the lines between sport, fashion, and culture are increasingly blurred, making it less about the game but a global conversation.
Conclusion
Because this is the perfect storm. Football is authentic, and its fans are unwaveringly devoted. It’s a language, a culture, a movement, and in 2025, it’s only going to get bigger, louder, and more fashionable. The stage is set for the 2026 FIFA World Cup, and the world is primed to embrace it like never before. The intersection of sport, culture, and fashion is coming to a head, and it will redefine how the world experiences football.
