Interest in sport is on the up! Ahead of an awesome summer of sport, Gen Z is getting excited, and it’s not all down to the Three Lions. It’s also thanks to fashion and the rise of trends including Blokette.
Sports supporters can seem intimidating, especially to Gen Z. Half of them (47%) feel that they can’t join in unless they’re die-hard fans, according to new Snapchat research. However, there has been a rise in young sports fans in the past year, with over two-thirds (65%) of 18-24-year-olds admitting they’ve become more interested.
Blokette and bloke-core fashion, which take inspiration from stereotypical Brit sports culture, with football shirts, baggy jeans, and trainers, have managed to crack a window into the world of sports, with one in three Gen Zers claiming that fashion is behind their new love of sport.
According to the research, which spoke to 2000 adults, over half (56%) of Gen Z enjoy using platforms like Snapchat because they help them feel part of a community where they can celebrate sports in a relaxed way rather than feeling under pressure to be a ‘die-hard’ fan.
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 sports fan in 2024. The jacket will be available from clothsurgeon’s Savile Row store from 4 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.
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Founder and creative director of clothsurgeon, Rav Matharu comments: “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."
Kahlen Macaulay, senior manager, Sports Partnerships at Snapchat adds: “Sports fandom today isn't just about liking one sport or supporting a particular team. Fans love using Snapchat to chat, watch and celebrate sports - whether you're a casual fan that loves being part of sports culture through your matchday fit or a "die hard" fan - we're excited to see how people will celebrate this summer of sports and this partnership is all about celebrating our amazing community of sports fans on Snapchat.”
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