The World Cup is currently awash with a striking shade of hot pink, which has emerged as an unofficial colour of the tournament. From Croatian goalkeeper Dominik Livaković's kit to the shirts worn by officials during the Saudi Arabia versus Uruguay match, and the boots of numerous players, this vibrant hue, described by trend forecaster WGSN as 'electric fuchsia', is increasingly visible across the pitches. Fashion observers have noted its prevalence, with GQ recently stating, "Everywhere you look, the boots are pink: fluoro pink, hot pink, fuchsia pink. Once you notice it, you can’t unsee it."
This widespread adoption follows the 'Barbiecore' trend of 2023, which brought bright pink to the forefront of fashion. WGSN had already predicted that bright pink would maintain its popularity this year. Sara Maggioni, head of womenswear at WGSN, suggests that the shade's appearance at the World Cup underscores its lasting cultural impact, calling pink "one of the most influential colour stories of the past decade." She also highlights the strategic advantage for brands: "A lot of young people probably watch matches on their phones and so the colour [which is easily seen] does your branding," noting its strong contrast against the green pitch.
While some might assume pink is a new addition to men's football, its presence has been growing for over a decade. A Guardian report in 2020 revealed that 636 Premier League goals in the 2019-20 season were scored by players wearing pink boots, significantly more than the 36 scored by players in black footwear. Club kits have also embraced the colour, with Arsenal's popular baby pink third kit for the 2022-23 season and MLS club Inter Miami wearing pink since 2022. Lionel Messi's move to Inter Miami in 2023, and his subsequent appearance in the club's distinctive Pantone 1895C pink shirt, marked a significant moment, with the kit selling out almost instantly.
Odinga Nimako, director of product management for Nike football footwear, told The Athletic this week that the sport has reached a "tipping point" for brighter pink shades. He explained that consumers and athletes perceive wearing such a loud colour as requiring a high level of skill, while also noting a broader acceptance of pink that prevents it from being too niche. Professor Andrew Groves of Westminster University, an expert in menswear systems, points out that football's connection with pink dates back even further, citing Everton's pink kit in 1892, which caused no controversy at the time.
Groves argues that the colour only became "loaded" later due to wider consumer culture and a football culture that grew "increasingly anxious about masculinity, tradition and what male players were supposed to look like." The current widespread acceptance of pink among male footballers suggests these historical associations are fading. Interestingly, in the early 20th century, pink was often considered a colour for boys, while blue was associated with girls. Groves concludes that today's footballer is not just a player but also "a brand and a style figure," and pink effectively enhances their visibility as an image, a sentiment echoed by Maggioni who states that pink is adopted "because it stands out."