The growing interplay between football and fashion

The rising trend of football clubs collaborating with high-end fashion brands can greatly benefit both the retail & consumer and sports industries, as Daniel Wood and Bambos Eracleous discuss.

Football and fashion are increasingly blending, transforming traditional partnerships into exciting collaborations. Historically, football clubs teamed up with sportswear brands to create kits and merchandise focused on performance. Now, high-end fashion labels are joining the game, bringing added prestige to team apparel.

The synergies between fashion and football

Particularly notable examples of this interplay include Manchester City’s partnership with CP Company and AC Milan’s collaboration with Giorgio Armani.  As well as adding a degree of style to a pre-game outfit, these alliances can attract new consumer demographics; fans get unique clothing and can wear their team colours with a touch of luxury, incorporating football into their everyday fashion aesthetics.

These tie-ups also expand the brand’s reach beyond traditional fanbases and into the world of fashion enthusiasts who are looking for statement-making apparel.

For fashion brands, the partnership offers exposure to millions of loyal football fans, who often show deep emotional connections to their clubs, creating a solid foundation for brand loyalty.

Advantages to both industries

Limited edition collections from football and fashion partnerships create a buzz, attract fans and boost sales, with the exclusivity of such items making them highly desirable. The fashion industry benefits by reaching a broader consumer base seeking more than just sportswear.

Football fans and fashion consumers are passionate and highly engaged, and so brands are capitalising on this by offering a range of products that allow consumers to showcase their team loyalty in an entirely new way.

Highlighting this trend, Mark Cartman, Buying Director – Football, Fanatics, Inc., commented: "[This] used to be a sacred place, but it’s now infiltrated and treated like an extension of the catwalk. Expect to see more coverage of players arriving to games in carefully curated outfits like they have in the NBA and like the France team do arriving at Clarefontaine"

The clothing from these collaborations does not just serve as fan gear or a business venture, but is also regarded as a cultural movement.

Differences from traditional sportswear partnerships

Traditional sportswear partnerships—like Liverpool’s deal with Nike—focus on performance, durability, and innovation. These brands prioritise functional, high-performance materials that enhance the athlete's performance on the field. While fans might wear them to show support, the main purpose of the clothing is rooted in functionality. These collections often lead to mass-market items that are widely available to fans, and are designed to be affordable for the majority of supporters.

As football and fashion merge, these partnerships reshape the interaction between clubs and their fanbase, offering a glimpse into the future of retail, branding and sports culture. Celebrity-driven initiatives such as Travis Scott’s tournament further enhance the global reach of these collaborations, creating a dynamic intersection of sports, music and fashion that is revolutionising how brands connect with fans and consumers.

The interplay between football and fashion is expected to become more common and profitable, influencing the brand identity of both sectors. Maximising this association will depend on the leadership within each organisation, aligning with future strategies and placements.