It started when Taylor Swift wore a homemade “Stevie Knicks” T-shirt to the NBA Finals—and it didn’t stop there. Custom, hopeful clothing became the hottest game-day trend this summer. During the month-long FIFA World Cup, players’ wives and girlfriends showed up in embroidered denim, cheeky T-shirts, and team-themed bustiers. But it wasn’t just those sitting courtside or dating a player. Throughout the tournament and the NBA Finals, fans in New York and beyond wore handmade shirts or pieces embroidered or painted by local artists.

Like all trends, this one is about more than just fashion. It shows how sporty style is evolving with a more fashionable twist. The World Cup, the Knicks, Taylor Swift, and their shared summer stage in New York City have pushed this trend into the spotlight. And it’s set to keep growing as Formula 1 races continue, and the US Open and NFL season begin. Elsewhere, sport-inspired pieces have become part of everyday style. Brands like Cossa New York, Corteiz, and Algoritmo Studios, along with DIY makers like Recovered New York, are creating jerseys with more interesting cuts, embellishments, and ruching. Meanwhile, collaborations are everywhere: Willy Chavarria x Adidas, Jacquemus x Nike x France, for example.

“It used to feel like your only option was throwing on a jersey, but now people want to show up to a game looking like themselves. This summer really reinforced that. Between the World Cup and the NBA Finals in New York, it felt like sports and fashion were completely intertwined,” said Kristin Juszczyk, wife of NFL 49ers player Kyle Juszczyk. She launched her own line, Off Season, last year after going viral for the reworked jerseys, puffers, corsets, and dresses she made for herself and other NFL WAGs (including the ultimate WAG, Taylor Swift). “The line between ‘game day outfit’ and ‘your closet’ will disappear,” she predicts.

Laura Abla Schmitt, the German model and girlfriend of Spanish midfielder Dani Olmo, said she wanted to create looks that felt “authentic to me rather than just soccer-related.” That guided her choices throughout the World Cup. She wore a T-shirt with a childhood photo of Olmo playing soccer, paired with a spliced skirt by Berlin-based designer Laura Gerte, to one game. To another, she wore a top that read “My Roommate’s a 10” (Olmo’s number). And for the Final, she wore a distressed jacket based on his jersey, plus some vintage Chanel.

Iconic WAGs from the past—like Victoria Beckham and Gisele Bündchen—shaped their own images by using fashion in a very personal way, said Schmitt’s stylist, Morena Verović. “What connected them and our other style references wasn’t one specific look, but the confidence, individuality, and sense of identity they represented,” Verović said. In the early 2000s, Beckham would show up in a high-energy tank top, tiny shorts, big hair, and oversized sunglasses—a look fit for a pop star. Today, the designer prefers sleek, minimalist separates. Gisele often wore skinny jeans, basic tees, and button-downs that gave off a model-off-duty, mom-in-the-stands vibe at NFL Patriots games.

Wearing something personalized is a way to stand out from the sea of similar jerseys, said Claudia Rodríguez, wife of Spanish player Marc Cucurella. Throughout the tournament, she wore custom bedazzled jeans with soccer ball charms, shorts with Cucurella’s number and name (made by Madrid-based designer Carolina De La Cruz), and carried a red Marc Jacobs bag painted with “España.”

Antonia Bronze, a London-based designer who makes custom team-themed leather jackets for WAGs, players, boxers, and Formula 1 drivers (including the viral one Tolami Benson wore to the Euros), got so many requests that…She had so many requests to create outfits for the World Cup that she had to turn people away. She believes the demand for this kind of unique, sporty customization will only keep growing.

“There are so many teams out there, so many different types of sports. So many women are attending games now, and they’re really excited about their outfits,” said Bronze. “Dressing up has become part of sports culture.”

Video: Antonia Bronze.
Video: Rachel Kennedy.

Frequently Asked Questions
Here is a list of frequently asked questions about how the Summer of Sport has changed gameday fashion

BeginnerLevel Questions

1 What is the Summer of Sport fashion trend
Its the shift from wearing just a team jersey to dressing in more stylish comfortable and versatile outfits for watching sportsoften mixing athletic wear with everyday clothes

2 Why has gameday fashion changed recently
Major events like the Olympics Euro tournaments and the Womens World Cup have made sports more social and fashionable People now want to look good on camera and at watch parties not just in the stands

3 What should I wear to a gameday party this summer
Try a retro team tee or a polo shirt in your teams colors paired with cargo shorts or relaxedfit jeans Add clean sneakers and a simple cap

4 Can I still wear my old jersey
Absolutely Jerseys are still the classic choice The trend is about styling them bettertry tucking it in tying it at the waist or layering it over a longsleeve shirt

5 Whats the difference between athleisure and gameday fashion
Athleisure is workout clothes you wear casually Gameday fashion mixes sports gear with regular streetwear to show team spirit without looking like youre going to the gym

IntermediateLevel Questions

6 How has the Summer of Sport influenced womens gameday outfits
Its moved away from just oversized jerseys Women now wear fitted team tops tennis skirts sporty dresses and even blazers with team pins Highwaisted shorts and sneakers are very popular

7 What are retro or vintage gameday looks
These are outfits inspired by sports fashion from the 80s 90s and early 2000sthink oldschool windbreakers classic logo tees bucket hats and vintage snapback caps Theyre popular because they feel nostalgic and unique

8 How do I dress for a game without wearing team colors
Focus on the sports vibe For tennis wear a white polo and khakis For soccer a plain track jacket and