Why Pink Cleats Are Taking Over the World Cup

The World Cup has just begun, and observers quickly noticed an unmistakable trend among players, pink boots have become far more common than in recent years. British media have been asking why pink has suddenly become, in effect, “the new black” on the tournament’s pitches.

According to the BBC, brands once preferred restrained designs, but this summer’s launches have leaned toward bold, vivid colors meant to make the boots stand out. Manufacturers begin designing new models up to two years before release, and they consult trend-forecasting firms to predict which colors and styles will sell by the time the shoes reach stores.

The shift is also driven by the players themselves. The BBC said today’s footballers are much more willing than previous generations to wear eye-catching footwear, and some are contractually required to wear pink shoes. The companies want the boots to be visible against the green grass and under stadium lighting, where they can be seen from a distance.

The Athletic added that pink stands out even more because no team at this World Cup is wearing a pink kit, a factor brands also take into account. Nike executive Odinga Niamako said, “We did indeed intend for our boot to stand out relative to the uniform. In every tournament we take a slightly different approach, and in this tournament we wanted it to jump out.”