Pink boots
Why are so many footballers wearing pink boots at the World Cup?ft.com (GIFT LINK)From Jude Bellingham to Kylian Mbappé, players are voting with their feet for this year’s colour — and challenging traditional ideas of masculinityWe've all noticed. Pink boots — or cleats, as Americans inexplicably call them — are all the rage at the 2026 World Cup. Of the 26 players in the England squad, the Financial Times tots up, 22 have worn pink boots during the competition. There's a few reasons. First up:
Much of the popularity is pragmatic. “Brands used bright pink because it creates maximum contrast against the green pitch,” explains Matt Powell, senior adviser at BCE consulting. In an era where millions of people watch games by looking to the palm of their hand as well as a TV or big screen, pink boots “boost broadcast visibility”.
But then, neon yellow or maybe bright blue boots would have the same effect, so why pink? Players are of course being paid many millions to wear them, but beyond that, there's a broader signal emerging from the traditionally "feminine" colour being readily embraced:
Pink became more prominent on luxury menswear catwalks in the 2010s, as designers sought to subvert rigid gender norms. Gentle shades of the hue — what would become known as “millennial pink” — appeared proudly on runways for brands such as Sacai and Robert Geller and in the wardrobes of male celebrities like Bad Bunny and Mac DeMarco, possibly looking to market themselves more softly for female audiences — and provoke questions around what masculine identities could look like.
For this reason, expect more pink in football in the upcoming season, starting with my very own Cambridge United — the team's new third strip is positively on-trend:
