Croatia's Dominik Livaković's pink kit won plenty of admirers, even if his side lost to England. The goalkeeper's vibrant attire has become a visual signature of this tournament, moving beyond Barbie pink to what trend forecasters call 'electric fuchsia'.
The Rise of Pink on the Pitch
Livaković's kit matched shirts worn by officials during Saudi Arabia's match against Uruguay, as well as boots worn by players from Croatia and England. Dozens of others have been wearing pink from brands including Nike, Adidas, Puma and New Balance. As GQ observed: 'Everywhere you look, the boots are pink: fluoro pink, hot pink, fuchsia pink. Once you notice it, you can't unsee it.'
Barbiecore to Football Fashion
In 2023, Barbiecore propelled bright pink to the forefront of fashion. Trend forecaster WGSN predicted in 2024 that bright pink would once again be popular. Sara Maggioni, head of womenswear at WGSN, says the shade at the World Cup is the latest example of its enduring cultural power: 'Pink is probably one of the most influential colour stories of the past decade.'
Maggioni notes that bright shades at the World Cup make sense for brands clued into changes in football fandom. 'A lot of young people probably watch matches on their phones and so the colour does your branding,' she says. The shade contrasts well against the green of the grass, enhancing visibility.
A Decade of Pink in Football
While it may be tempting to assume the men's World Cup is a new arena for pink, its presence has been growing for over a decade. The Guardian reported in 2020 that 636 Premier League goals had been scored by players wearing pink boots in the 2019-20 season, compared with just 36 by players in black footwear.
Pink kits have also been on the rise. Arsenal introduced a popular baby pink third kit for the 22-23 season, while MLS club Inter Miami has worn pink since 2022. The sight of Lionel Messi in pink in 2023 was perhaps the final seal of approval; the shirt sold out almost instantly.
Historical Context
Andrew Groves, professor of menswear systems at Westminster University, argues that football's relationship with pink stretches back much further. Everton wore a pink kit in 1892 without controversy. 'The colour only became loaded later, through wider consumer culture and a football culture that became increasingly anxious about masculinity,' he says.
In the early 20th century, pink was often considered a colour for boys, while blue was linked to girls. 'The modern footballer is no longer just a player but also a brand and a style figure,' Groves says. 'Pink works because it makes him visible as an image.'
Visibility and Acceptance
Odinga Nimako, director of product management for Nike football footwear, told the Athletic that the game has reached a tipping point for brighter shades of pink. 'What we always hear from our consumers and athletes is that when you wear a colour like pink, it is like you need to be really good to wear these colours as well,' he said.
For Maggioni, football's embrace of pink is ultimately about visibility. 'What we are seeing now is pink adopted because it stands out. It's just the right shade because it's got that energetic feel to it. It's exciting.'
