The Role of Sports Betting in Fashion Trends Over the Decades
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By PAGE Editor
How Athletes & Betting are Rocking Your Wardrobe
Sports & Style Smash
Fashion is always on the move. Every decade brings new waves of influence, and over the past 20 years, one of the most surprising forces in shaping style has emerged from stadiums, not runways. Athletes such as David Beckham, Serena Williams, and Lewis Hamilton are no longer just elite competitors; they are all-out fashion icons. However, this is hardly a new development. The love affair between sports and fashion has been growing for decades, subtly reshaping what the world pulls out of the closet.
How Did Athletes Shape Fashion Trends Over the Decades?
It begins in the 1930s when René Lacoste, a French tennis star with seven Grand Slam titles, and an eye toward design. Dismayed with the classic, starchy tennis wear of the time, Lacoste chose to make a short-sleeved, ventilated polo shirt that would be innovative for its court performance as well as comfort. That same polo would eventually be an icon of preppy, casual style. Today, Lacoste’s crocodile logo feels as natural on a tennis court as it does at a brunch spot.
Skip a few decades to the 1940s and 1950s, and the Converse All-Star sneaker was everywhere — on the basketball court and as a major part of American culture. Sported by Olympians and high school players, the shoe’s on-court legitimacy solidified it as a streetwear favorite. For close to 50 years, if you played basketball, you wore Chucks — and if you didn’t, you likely still had a pair.
By the 1960s and 1970s, sportswear made its way off the field and into everyday life. Comfort was in, and activewear permitted people to dress with ease. Sneakers and track jackets became part of a growing casual culture, one that said "style" didn't need to be stiff or formal.
The Rise of the Athlete-Influencer
The 1980s and 1990s took things up a notch. Adidas and Puma leaned into streetwear, blending sports and hip-hop influences to create something new. Michael Jordan, with the launch of Air Jordans, changed the sneaker game forever. Sneakers weren't just equipment—they were cultural artifacts. Collectible. Iconic.
By the 2000s, the lines between athlete and fashion icon had fully blurred. Athletes weren't just wearing fashion—they were defining it. Collaborations between high-end fashion houses and sportswear giants exploded. Beckham wore Armani. Serena was designed with Nike. Lewis Hamilton fronted campaigns with Tommy Hilfiger. What they wore off the field became just as influential as what they wore on it.
Today, wearing a basketball jersey to dinner or a tennis skirt as part of a streetwear fit is perfectly normal. The "athleisure" trend is no longer a trend—it's a category.
Sports Betting in Fashion Trends
While sports have long influenced fashion, another player is quietly entering the conversation: sports betting.
Historically viewed with skepticism, mainly due to sports betting scandals, betting has undergone a rebrand, especially in markets like the U.S., where legalization has helped the industry go mainstream. Major betting companies now sponsor teams, tournaments, and athletes. Their logos sit comfortably alongside those of traditional sports brands on jerseys and caps.
That visibility has created a new type of collector culture. Fans now chase limited-edition jerseys bearing betting sponsor logos, and when a team's sponsor changes, older jerseys often become even more desirable. Like sneakers, these items are no longer just fan gear—they're fashion statements.
And it's not just team sports. Poker, often dismissed as a backroom game, has carved out its own corner in the fashion world. Professional players have cultivated a distinctive look: hoodies, sunglasses, relaxed fits that communicate both comfort and calculation. Think quiet confidence, with a dash of mystery.
One standout example is Rolf Ekroth, a professional poker player turned fashion designer. After leaving the poker scene, he launched a brand that marries Scandinavian nostalgia with utilitarian design. His story reflects a growing trend: style emerging from unexpected places.
What’s the Future of Sports in Fashion Trends Over the Decades?
The impact of athletes — and the sports world writ large — on fashion shows no signs of slowing. If anything, it’s picking up.
Athletes are increasingly starting their own labels, partnering with high-fashion houses, and redefining what luxury looks like. Sportswear remains a hotbed of innovation, with consumers looking for stylish and functional clothing. At the same time, the impact of betting brands and professional gamblers is adding a new aspect to the convergence of fashion and competition.
Fashion, like sports, is a momentum animal. And at the moment, the game is afoot. Look at more jerseys on runways, more sneakers in boardrooms, and more athletes setting the tone — not just for what we watch, but for what we wear.
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