Croatia's Dominik Livaković may have lost to England, but his hot pink goalkeeper kit won plenty of admirers. The shade, described as 'electric fuchsia,' is fast becoming a visual signature of the tournament.
The Rise of Pink in Football
Livaković's kit matched the 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 recently observed: 'Everywhere you look, the boots are pink: fluoro pink, hot pink, fuchsia pink. Once you notice it, you can't unsee it.'
Barbiecore Influence
In 2023, Barbiecore propelled bright pink to the forefront of fashion. Trend forecaster WGSN predicted in 2024 that 'electric fuchsia' would be popular again. Sara Maggioni, head of womenswear at WGSN, says the World Cup pink is the latest example of its enduring cultural power. 'Pink is probably one of the most influential colour stories of the past decade,' she says.
Maggioni notes that bright shades make sense for brands targeting young fans who watch matches on phones. 'The colour contrasts well against the green of the grass and does your branding,' she says.
Historical Context
While pink is often associated with women, its presence in men's football has grown for over a decade. In 2020, The Guardian reported that 636 Premier League goals were scored by players wearing pink boots in the 2019-20 season, compared to just 36 in black footwear. Pink kits have also risen: Arsenal introduced a popular baby pink third kit for the 22-23 season, and MLS club Inter Miami has worn pink since 2022. Lionel Messi's move to Inter Miami in 2023 saw his pink shirt sell out almost instantly.
Andrew Groves, professor of menswear systems at Westminster University, argues football's relationship with pink dates back to 1892, when Everton wore a pink kit without controversy. 'The colour only became loaded later through consumer culture and football's anxiety about masculinity,' he says. In the early 20th century, pink was often considered a colour for boys, while blue was linked to girls, partly due to lapis lazuli in paintings of the Virgin Mary.
Modern Acceptance
Today, male footballers wearing pink suggests those associations are fading. '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.'
For Maggioni, football's embrace of pink is about visibility. 'What we are seeing now is pink adopted because it stands out. It's just the right shade with an energetic, exciting feel.'
