Croatia's Dominik Livaković may have ended up on the losing side against England, but his vibrant pink goalkeeper kit won plenty of admirers. The eye-catching colour, often described as 'electric fuchsia' or 'hot pink', is fast becoming a visual signature of this year's World Cup.
Pink Takes Centre Stage
For fashion-conscious England fans watching the match, the sight of Livaković in hot pink was a highlight. The shade matches the shirts worn by officials during Saudi Arabia's match against Uruguay, as well as boots sported by players from Croatia and England. Major brands like Nike, Adidas, Puma and New Balance have all released pink footwear, leading GQ to observe: 'Everywhere you look, the boots are pink: fluoro pink, hot pink, fuchsia pink. Once you notice it, you can't unsee it.'
From Barbiecore to Football Pitch
The trend follows the 2023 Barbiecore phenomenon, which propelled bright pink to the forefront of fashion. Trend forecaster WGSN predicted that 'electric fuchsia' would remain popular in 2024. According to Sara Maggioni, head of womenswear at WGSN, the World Cup's embrace of 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 suggests that bright shades make sense for brands targeting younger fans who watch matches on phones. 'The colour, which is easily seen, does your branding,' she explains. Pink also contrasts well against the green grass, making it highly visible on screen.
A Long History in Football
While some might assume pink is new to men's football, its presence has been growing for over a decade. In the 2019-20 Premier League season, 636 goals were scored by players wearing pink boots, compared to just 36 by those in black footwear. Pink kits have also become more common. Arsenal introduced a popular baby pink third kit for the 2022-23 season, while Inter Miami has worn pink since 2022. When Lionel Messi joined the MLS club in 2023, his pink shirt sold out almost instantly.
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, which is so loud and so bright, it is like … you need to be really good to wear these colours as well,' he said. 'At the same time, there's also been a level of acceptance with pink that makes it not too niche for people; it speaks to a broad audience.'
Breaking Masculinity Stereotypes
Andrew Groves, a professor of menswear systems at the University of Westminster, notes 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, first through wider consumer culture and then through a football culture that became increasingly anxious about masculinity, tradition and what male players were supposed to look like,' he says.
The fact that male footballers now wear pink without stigma suggests those associations are fading. In the early 20th century, pink was often considered a colour for boys, while blue was linked to girls—partly due to lapis lazuli's use in paintings of the Virgin Mary. '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 Excitement
For Maggioni, football's embrace of pink is ultimately about visibility. 'What we are seeing now is pink adopted because it stands out,' she says. 'It's just the right shade because it's got that energetic feel to it. It's exciting.'
Whether on goalkeepers, outfield players or referees, hot pink has become an unofficial colour of the World Cup. As the tournament progresses, expect to see even more of this bold shade lighting up the pitch.
