The Growing Trend of Sports Jerseys in Fashion

The intersection of sports and fashion has never been more pronounced, with celebrities like Taylor Swift, Rihanna, Kim Kardashian, and Julia Fox seamlessly incorporating sports jerseys into their stylish ensembles. This trend signifies the growing fusion of the sports and fashion worlds, evident in brand sponsorships of women athletes in the WNBA and collaborations between brands and entire leagues, such as Rhone’s partnership with the LPGA.

Recently, Sotheby’s, the renowned auction house, unveiled its inaugural collection of game-worn NBA jerseys, marking a significant foray into the realm of sports memorabilia. This collection, to be released in installments from May to September, features 75 jerseys every two weeks as part of Sotheby’s ongoing collaboration with the NBA.

Unlike traditional auctions, these jerseys are sold on a fixed-price model, a strategy that has proven successful for fashion items like jerseys and handbags. Brahm Wachter, Sotheby’s svp and head of modern collectibles, noted the surge in popularity of sports jerseys and sneakers, attributing it to the more casual dress codes prevalent today.

Sotheby’s venture into jersey sales was inspired by the record-breaking sale of Argentine soccer legend Diego Maradona’s iconic jersey, worn during the infamous “Hand of God” game, which fetched over $9 million. This success spurred Sotheby’s to establish partnerships with the NBA, with plans to introduce thousands more jerseys to the market in the coming year.

The focus on jerseys has not only expanded Sotheby’s customer base but also diversified their purchases. Over 50% of jersey buyers were under 50 years old, with more than 75% being new patrons to Sotheby’s. Wachter emphasized that these buyers often extend their interests beyond sports collectibles to items like watches and fine art.

The NBA, recognized as one of the most fashion-forward sports leagues, has cultivated partnerships with luxury brands like Louis Vuitton, Forever 21, and Rhude. Jerseys play a central role in these collaborations, as seen in collections like Forever 21 x NBA. Beyond basketball, jerseys from other sports, such as soccer, are also gaining traction in the fashion market, with businesses like Classic Football Shirts securing significant investments.

Greg Bettinelli, a partner at TCG, highlighted the strong demand for sports jerseys in the U.S., where fans exhibit a penchant for collecting jerseys from various teams, unlike their counterparts in the U.K. who may focus solely on one team. This cultural distinction underscores the broad appeal and versatility of sports jerseys as coveted fashion items in the American market.