Almost half of 18-24 year olds believe the world of traditional sports fandom is inaccessible to them. Almost half 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 admit they have felt pressure to either be a ‘die hard’ sports fan, or not get involved at all.
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: 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.
Over half say platforms like Snapchat help them to feel part of a community where they can celebrate sports in a relaxed way. The bomber jacket will be available from clothsurgeon’s Savile Row store 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 bespo.