Research: Snapchat study finds two thirds of 18 to 24 year olds are developing an interest in sport inspired by fashion and online communities Young people feel disenfranchised from sport, but fashion and online communities are giving them a route back in, according to new research. Ahead of 2024’s big summer of sport, new findings from a study carried out by Snapchat reveal that almost half (47%) of 18 to 24 year olds believe the world of traditional sports fandom is inaccessible to them, believing it to be a tight-knit community that they are 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 the 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: According to the research, over half (56%) say platforms like Snapchat help them to feel part of a communi.
