Sports jerseys have become an essential part of everyday wardrobes, especially for Gen Z. Whether true fans or casual enthusiasts, this rising trend in sports apparel mixes technical and varsity style, with an oversized, unisex flair.
From London’s vintage markets to those in Milan, hockey, football, baseball, and basketball jerseys are increasingly popular, with an eye toward a growing female audience. Sports icons are the driving force behind this trend, embodying contemporary heroism. With millions of followers, carefully crafted personal styles, and partnerships with major brands, they influence fashion and inspire fans globally.
Figures like Messi, Sinner, and LeBron James are more than talented athletes, they’re symbols with whom young people form deep connections.
Fashion, always attuned to cultural shifts, has embraced this phenomenon, bringing technical and performance materials into everyday life, not just sports. In this context, licensed products have emerged, featuring cartoon and video game characters printed on sports jerseys, which become wearable icons themselves.
These items, thanks to dedicated licensing, allow fans to express their passions and feel part of a community. An example of this trend are the numerous collaborations between sports teams and entertainment brands. Angel City FC teamed up with Hello Kitty for a special event at Los Angeles’ BMO Stadium, celebrating Sanrio’s 50th anniversary.
This partnership highlighted both brands’ commitment to inclusivity and community. Similarly, the partnership between Paramount and FC Inter brought the Ninja Turtles and Transformers onto players’ jerseys during official matches, creating limited editions and engaging marketing experiences during sports events. In conclusion, sports jerseys are no longer just symbols of team loyalty but have become a form of personal expression, a way to communicate passion for beloved characters and shared values.
This new trend, blending fashion and pop culture, is set to endure, where licensing becomes a key factor for success.