When the referee started a Spain-Curaçao match that should have been a mere formality, nine of Spain’s eleven players were wearing pink boots. Yesterday, as Harry Kane appeared to skate across the Dallas turf, ten of England’s eleven players were wearing pink boots. Shortly after, whoever had the courage to stay to watch the Ghana-Panama game at dawn will have seen that eleven of the eleven Panama players were wearing pink boots.
The original and striking become the most standard decision possible.
When Mateo Kovacic jumped onto the field to try to build a retaining wall for Kane’s England, a short shot was enough to catch our attention: the boots were black.
Complete.
What was once the norm has become a countercultural exercise. The feeling of “here we have someone who knows everything.” Without expecting it, Mateo Kovacic became the player who stood out the most on the entire field.
From original to irrelevance
The issue of boots in this 2026 World Cup reminds me of wooden bow ties.
For some reason still unknown, there was a day when the wooden bow tie became fashionable. At a wedding, a friend showed up with one. Evidently, it was the center of attention at that time when one seems to be facing a fashion show before the first beers begin to flow.
At the next wedding the scene was repeated with another protagonist. A couple of years later, up to four people coincided at the event with one of these wooden bow ties. It’s not that the percentage was very high but it was clear that something had broken. The one who thought looked in the mirror before leaving the house to reaffirm that today he was the different one, he had fallen into the trap. He was no longer unique. Not at all. You could almost read the sarcasm in those of us who were witnessing the collapse of a fashion that should never have achieved that status.
When Alfonso Pérez Muñoz appeared with white bootsin the late 90s, caused a stir. It was Joma, a Spanish brand, that dared. In a few years, the world’s greatest figures were already combining the classic black with red or blue touches in the mythical and precious Zinedine Zidane’s Adidas Predator. The norm was blown up with the Nike Total 90. The silver and blue of Luis Figo, the white and gold of Wayne Ronney and even the silver and dark gray of Lionel Messi who debuted at FC Barcelona, before moving to Adidas.
In the 2000s, almost all schemes regarding the use of color in boots were broken. All that was left was to wear one boot of each color. Spoiler: was also done.
That is why it has attracted so much attention that almost all the World Cup players wear pink boots. Alejandro Mendo, specialist in soccer fashion and creator of the substack Pieces of Fabriccollects the premises of why pink has become the new black. In this thread of X realize that Nike, Adidas or Puma (and even the Skechers that Harry Kane wears) are pink because the marketing message suggests that footballers feel more encouraged and confident in themselves if they wear bright colors that reinforce their personality.
But, above all, point to the simple: studies show that the color that looks best on the screen over the green of the grass is pink. Simply put, the companies that dress the players have realized which color stands out the most. And along the way, fashion has become the standard. The pink boot is the new wooden bow tie.
Click on the image to go to the original tweet
In BBC They point out that it is a mixture of what Alejandro Mendo commented and market studies. They explain that sports brands, like any fashion company, request reports up to two seasons in advance from their trusted consultants to know “what will be worn” in a specific season. And they have all fallen into a pink with a similar tone.
Brands like Puma have played to add nuancesas gradients with other colors such as yellow or blue that, in addition, They are independent for each boot (Puma was the first to propose this). Adidas has also played with similar formulas, adding touches of white on the rear. In both cases, from afar the feeling is that we are looking at the same old pink boots.
The most curious thing is that this standardization around pink has helped define the campaign of the most special boots since some players stand out from the others for the simple fact of wearing footwear that should be less striking on camera.
Click on the image to go to the original tweet
We have already talked about Mateo Kovacic but a much rarer case is that of Michael Olise. The France striker has built a story very far from the stereotype of a footballer. A free verse that, in fact, He doesn’t even have a signed sponsorship contract.simply choose boots based on your personal preferences for comfort and your team’s attire. At the moment, we have been able to see him wearing pristine black Nikes.
Wear black bootsIn this case, it helps create an image of a differential player that the brands themselves continue to promote. Lionel Messi wears Adidas Último Tango that are reserved exclusively for hima tribute from the German firm to which, we assume, will be the Argentine’s last presence in a World Cup. Of course, Messi doesn’t wear pink boots either and his combination of white and blue shines especially brightly in a tide of bright colors.
It is an old strategy among these companies. Ronaldinho, Toni Kroos either Cristiano Ronaldo They have had theirs.
Pink is the new black. We’ll see if Nike, Adidas, Puma or Skechers are quick enough to take advantage of the fact that the spotlight has been placed on the players’ feet to invent something new. And, above all, if that “something new” is not the same for everyone.
Photo |Argentine National Team
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was originally published in
Xataka
by
Alberto de la Torre
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