From Football to Formula 1 and Wimbledon to the Olympics, 2024 is the Year Fashion Got Seriously Sporty


It’s safe to say that Angela Baidoo has earned the title of fashion expert. As a trend consultant and senior strategist who has worked with brands as diverse as WGSN, UAL, The Impression and Burberry, Baidoo certainly knows her stuff when it comes to analysing and discussing what will be big this year (and beyond), and which trends have fallen just a tad short. Here, she investigates how 2024 became the year fashion got seriously sporty, from celebrity endorsement to athletic collaborations and influencer style to iconic sporting moments.

Sharing a passion for devoted fandom, it’s no wonder that the worlds of sport and fashion are starting to collide. No longer relegated to branded merch (although that’s a very lucrative part of helping fans pledge their allegiance to club and country), athletes have now become the new influencers. Polka dots and tennis skirts see a revival every June thanks to the celebrity crowds at tennis championships like Wimbledon, and sporting’s biggest event—the Olympics—inspires us all to tap into the latest innovations in activewear for our run clubs and gym sessions.