In a recent study conducted by Snapchat, it was revealed that nearly 50% of individuals aged 18-24 perceive traditional sports fandom as unattainable. Many of these young people have experienced the pressure to exhibit deep passion for a specific sport, athlete, or team in order to be acknowledged as genuine sports fans. This has resulted in a feeling of exclusion and inaccessibility within the sports community for much of the younger generation.
The emergence of online communities and the influence of fashion trends, such as “Bloke-core” and “Blokette,” have played a significant role in empowering young people to feel more connected to the world of sports. These fashion trends have been prominently featured in SS24 fashion shows and have helped Gen Z to feel more immersed and engaged in sports culture.
The study also found that two-thirds of young people have reported an increased interest in sports over the past year. Additionally, 37% of respondents actively seek out opportunities to connect with like-minded sports fans online, and 22% believe that online connectivity has heightened their interest in sports. Furthermore, 36% attribute their increased interest in sports to sportswear-inspired fashion, while 51% feel that wearing sport-inspired fashion helps them to feel more connected to sports and reduces the pressure to be a ‘die-hard’ sports fan.
To further bridge the gap between sports and popular culture, bespoke streetwear designer clothsurgeon has collaborated with Snapchat to create a limited-edition bomber jacket that reflects and celebrates what it means to be a British sports fan in 2024. The jacket is priced at £300 and will be available at clothsurgeon’s Savile Row store, with all proceeds going to the Youth Sport Trust, a prominent UK grassroots sport charity. For those unable to purchase the physical jacket, Snapchat has developed an immersive augmented reality lens that allows users to virtually try on the bespoke jacket.
This initiative has been well-received, with over half of the respondents expressing that platforms like Snapchat have made them feel part of a community where they can celebrate sports in a relaxed manner. The integration of technology and fashion has provided a gateway for younger individuals to feel connected to sports culture, fostering a sense of inclusivity and belonging within the sports community.
In conclusion, the influence of technology and fashion trends has significantly impacted the way the younger generation engages with sports fandom. The blending of sports, popular culture, and technology has created new opportunities for individuals to connect with sports in a more relaxed and inclusive manner. This research highlights the evolving landscape of sports fandom and the important role that technology plays in bridging generational gaps within the sports community.