What makes a modern sports fan? Ahead of 2024’s big summer of sport, new findings* suggest almost half (47%) of 18-24 year olds believe the world of traditional sports fandom is inaccessible to them; a tight-knit community they’re not able to be a part of without meeting certain criteria.
In fact, almost half (43%) of young people say they grew up believing they needed to be passionately invested in one particular sport, athlete or team to be considered a true ‘fan’. Another third (35%) admit they have felt pressure to either be a ‘die hard’ sports fan, or not get involved at all.
It seems the tides are turning, however, as new research – conducted by Snapchat – has highlighted a growing connection between sports and popular culture, with both online communities and fashion trends empowering young people to be part of sports communities. Notably, emerging fashion trends including “Bloke-core” and “Blokette” – both a firm feature of SS24 fashion shows – are helping Gen Z to feel more immersed in the world of sports.
The research also found:
- Two thirds (65%) say their interest in sports has grown over the past year
- 37% of young people say they seek out opportunities to connect with like-minded sports fans online
- Almost a quarter (22%) say this online connectivity has increased their interest in sports
- A third (36%) say their increased interest in sport is a result of sportswear inspired fashion
- Half (51%) say wearing sport-inspired fashion helps them to feel more connected to sports, and reduces the pressure to be a ‘die hard’ sports fan
- Over a third (38%) say that fashion plays a key part in how they express themselves as sports fans
Ushering in this new era of sports fandom, bespoke streetwear designer, clothsurgeon has joined forces with Snapchat to create a limited-edition bomber jacket that reflects and celebrates what it means to be a British sports fan in 2024.
Inspired by the research which found over a quarter (26%) of 18-24 year olds consider themselves sports fans but don’t follow one team in particular, the bespoke design takes inspiration from a wide variety of sports interests and aims to unite anyone and everyone in a shared love of sports.
“The clothsurgeon x Snapchat bomber embodies passion for sports, community and craftsmanship. We are equally at home with all, and have huge admiration for the beautiful games that bring people together from all over the world. A universal fan language, that is cultivated and celebrated through communities, like the one on Snapchat.”
Founder and Creative Director of clothsurgeon, Rav Matharu
According to the research, over half (56%) say platforms like Snapchat help them to feel part of a community where they can celebrate sports in a relaxed way. For young people, this means:
- Using group chats to discuss game and sports fixtures live (60%)
- Accessing sports news (49%), and seeking inspiration for where to catch the game (29%)
- Seeking inspiration for what to wear on match day (22%)
The jacket features:
- A dark green central fabric, nodding to a traditional sports pitch or astroturf
- A sports emblem featuring the slogan ‘Game On’, which depicts a sports player surrounded by their fans and sports community
- A black and yellow striped lining paying homage to traditional rugby shirts
- Sleeve cuffs are made of French terry sweatband material, in a nod to fans of the UK’s most iconic tennis tournament
- A hem and collar made from a cable knit rib, inspired by the classic cricket jumper
- A removable captain’s armband in bright, Snapchat yellow – inspired by the beautiful game
The bomber jacket will be available from clothsurgeon’s Savile Row store from 4th June for £300, with 100% of proceeds going to Youth Sport Trust, a leading UK grassroots sport charity. For those who aren’t able to get their hands on a physical piece, the jacket can be tried on virtually thanks to Snapchat’s immersive augmented reality technology, using the bespoke Snapchat x clothsurgeon AR lens.
