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WNBA is entering a new era: Skyrocketing viewership, sold-out arenas, young stars

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WNBA is entering a new era: Skyrocketing viewership, sold-out arenas, young stars

Sue Bird hopes that when she’s in her 50s and 60s, she can be like a former NBA player who currently throws out opinions on television. One model Bird sees for herself: Charles Barkley. She remembers multiple instances of hearing the Naismith Hall of Famer talk about his playing days on TNT’s “Inside the NBA.”

“He’s like, ‘Oh, I had to fly commercial. I didn’t have these charter flights.’ Or, ‘Oh, these guys are making $40 million. Like, my contract was only —I don’t know, $10 million.’ And he kind of sounds disgruntled,” Bird said on NPR’s Fresh Air last month.

She wants to one day be able to toss out back-in-my-day tales. “I’ve always joked, I hope I’m that disgruntled athlete because that means all the blood, sweat and tears was for something,” she said. “It means the game has grown.”

Bird retired after two decades in the WNBA following the 2022 season. She hasn’t been out of the league even two full years (Bird technically jumped back in this April when she joined the Storm’s ownership group), but the league she’ll watch this summer is already in a better place than it was when she retired.

Changes — both momentous and minute — are already aplenty as the 28th regular season begins Tuesday. For years, as Bird and recently retired Candace Parker graced the hardwood, the WNBA chipped away at areas of growth. But now the pace of the adjustments is explosive.

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“To be very honest, the impact of the wave right now is more profound than I thought it was going to be,” Storm co-owner Lisa Brummel said. “It got to be a bigger wave a lot faster than what I think we projected it to be. And wow, I’ll say it feels amazing.”

Television viewership numbers have skyrocketed across women’s basketball. April’s WNBA Draft averaged a record 2.47 million viewers, a 307 percent increase over last year, and it was the most-viewed WNBA telecast since 2000. The first preseason exhibition for Chicago Sky rookies Angel Reese and Kamilla Cardoso didn’t air on traditional television, but more than 500,000 viewers tuned in to a phone stream from a resourceful fan. It seems like a harbinger of what will come in the regular season, which tips off Tuesday.

“The growth is happening so fast,” said Cheryl Reeve, the Minnesota Lynx’s coach and president of basketball operations. “It’s so accelerated. And I’ve been saying this in our own organization, that business as usual isn’t going to work anymore.”

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The early viewership returns reflect the strengthened link between the college and professional games. Cardoso and the South Carolina Gamecocks’ win over Caitlin Clark and the Iowa Hawkeyes in the 2024 national championship game averaged 18.9 million viewers, making it the most viewed women’s college basketball game ever and the most viewed basketball game (college or professional in men’s or women’s basketball) since 2019. The tournament was up 121 percent from 2023.

With a high-profile rookie class entering the league, WNBA attendance is swelling, too. No team had ever sold out its season ticket package in the offseason, but three teams (Las Vegas, Atlanta and Dallas) did this year. Three games have also been moved to bigger venues to accommodate more fans who want to see Clark play.

How players arrive at those contests will be changing as well. WNBA commissioner Cathy Engelbert announced last week that the league plans to add charter flights on a full-time basis sometime this season. The news came as the league’s existing charter policy appeared increasingly untenable in the long term.

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WNBA will add charter flights on full-time basis this season

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Clark and her Indiana Fever teammates traveled to Dallas for their first preseason game on a commercial airline and were greeted by a few fans and media members. They experienced no travel or security issues on their first road trip of the year, according to a team spokesperson. But one video clip showing Clark and center Aliyah Boston passing by a luggage carousel, with a member of the organization’s security team present, gained more than 2 million views. It served as a reminder of their current conditions.

Engelbert was uncommitted about when exactly a full-charter program would be implemented. She said the new travel program, which will cost about $25 million per year for the next two seasons, will launch “as soon as we can logistically get planes in places.” Still, the news of private travel was cause for celebration.

Lynx guard Kayla McBride called the change “a breath of fresh air.” Minnesota forward Napheesa Collier noted that with viewership increasing across women’s basketball, it was imperative to make the adjustment to protect player privacy.

“All these players in these spaces are becoming so popular that it really is about (safety) as much as it’s about recovery,” she said.

Even before Engelbert’s announcement, franchises around the league recognized the importance of increasing security. According to a person with knowledge of the Chicago Sky’s plans, after not traveling with security last season, the franchise will travel with security this season. Every WNBA team will travel with security personnel on its commercial flights, for as long as they remain the standard.

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There has also been additional security around the Sky at practices, which take place at a public facility in suburban Chicago. Sachs Recreation Center wrote in an email, obtained by The Athletic, to its community members that beginning April 29, two police officers would be onsite during all Sky practices for the remainder of the season. Their presence is new this year and the change appears likely to have been driven by the Sky’s desire to bolster its player safety.

Fever general manager Lin Dunn said Indiana was taking similar precautions to ensure every member of her franchise would be safe when flying commercial. In addition to having a full security team at home games, the Fever will be traveling with multiple full-time security members, employed by Pacers Sports and Entertainment, on all road trips, the team spokesperson added. Multiple members of their security team will also be present at ancillary team events, like they were at Indiana’s promotional photo shoot in downtown Indianapolis last week.

Those changes are reflective of a new era in the WNBA. Breanna Stewart, the No. 1 pick in 2016, recalled taking photos and signing autographs at airports without a security detail present during her rookie season.

The travel adjustments demonstrate a commitment to improving player experiences. New facilities provide another significant boost. By season’s end, the Storm and Mercury will have opened new spaces. The Storm debuted their 50,000-square foot performance center in April, equipped with state-of-the-art strength and conditioning equipment, a health and wellness suite, and an aquatics room — all of it designed and engineered by a group that was 85 percent women and people of color. The Mercury’s will be part of one of the largest developments for a professional sports organization in the country, according to the franchise. It is expected to open by the time they host the mid-July All-Star Game.

It should come as no surprise, then, that both added stars: Seattle signed 2016 league MVP Nneka Ogwumike and four-time first-team All-WNBA guard Skylar Diggins-Smith, while Phoenix bolstered its roster with 2021 Finals MVP Kahleah Copper and All-WNBA defensive team guard Natasha Cloud.

Having already become the first franchise to win consecutive titles in 21 years, the Las Vegas Aces will look to win a third straight this summer. Expect a standout season from their star, A’ja Wilson, who Nike announced on Saturday would be getting her own signature sneaker and clothing collection in 2025. Wilson is one of just over a dozen WNBA players ever to have a signature shoe and the first Black WNBA player to get a signature shoe since 2010.

All told, as Engelbert prepares to give the Aces their rings Tuesday night, she is glowing when thinking about the state of the WNBA. With league revenue having reportedly doubled since 2019, she said they have “huge investment” coming in through corporate and media partnerships. (The league’s existing media rights deal with ESPN ends after the 2025 season, and a new CBA could come into effect in 2026.) At April’s Draft, which was held in front of fans for the first time in eight years, feeling the positive momentum Engelbert said the WNBA was “ready for what’s next.”

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Expansion into new markets is part of what’s to come. A 13th franchise will begin play in the Bay Area in 2025, while a 14th team is reportedly set to launch in Toronto in 2026.

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“We are witnessing a transformational moment in sports,” Engelbert said, “that we may not experience for generations.”

Bird, too, feels the added buzz. She said the sport has crossed a cultural cachet line. For that reason, it might not take Bird, 43, another seven years to become a semi-crotchety pundit. She might be able to tell stories about the old days before she even knows it.

(Photo of Caitlin Clark, Aliyah Boston and Temi Fagbenle: Gregory Shamus / Getty Images)

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Jason Kelce chugs beers during eventful visit to Appalachian State tailgate

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Jason Kelce chugs beers during eventful visit to Appalachian State tailgate

Former NFL star Jason Kelce got a first-hand look at the Appalachian State Mountaineers football team on Saturday.

Kelce made the trip to Boone, North Carolina for the Mountaineers’ matchup with James Madison. App State was ultimately able to pull off the 34-20 victory. Now, if the Mountaineers are able to pick up their sixth win of the season next week, App State would become bowl eligible.

But before Saturday’s Appalachian State-James Madison game, Kelce made his way to the tailgate area. At one point during his stop, Kelce was seen chugging beers. The retired Philadelphia Eagles center and seven-time Pro Bowler even took a few minutes to participate in karaoke. 

ESPN Monday Night Football broadcaster Jason Kelce on the set before game between Philadelphia Eagles and Atlanta Falcons at Lincoln Financial Field.  (Eric Hartline-Imagn Images)

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Kelce also posed for pictures with some fans before he entered Kidd Brewer Stadium.

JASON KELCE TO HOST NEW LATE-NIGHT SHOW ON ESPN

Kelce, who signed with ESPN in May and makes routine appearances on “Monday Night Countdown,” also addressed the crowd and made a brief appearance on the ESPN+ broadcast.

In April, Jason and his brother Travis received their college diplomas from the University of Cinncinati. Travis celebrated the moment in true Kelce style.

After shaking hands with the university’s president, Dr. Neville Pinto, onstage, Travis chugged a can of beer as the Beastie Boys’ hit song “Fight for Your Right” played in the arena. Travis would often recite the lyrics to the song following the Kansas City Chiefs’ games and during the team’s Super Bowl celebrations.

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While Travis and Jason previously graduated from Cincinnati, they both missed out on their actual commencement ceremonies, the Cincinnati Enquirer reported.

Travis and the Chiefs play the Carolina Panthers in Charlotte on Sunday. Bank of America Stadium, the Panthers’ home stadium, is located roughly 100 miles from Appalachian State’s Kidd Brewer Stadium.

Jason Kelce on television set

Nov 18, 2024; Arlington, Texas, USA; ESPN personality and former Philadelphia Eagles center Jason Kelce on set before the game between the Dallas Cowboys and Houston Texans at AT&T Stadium. (Kevin Jairaj-Imagn Image)

Earlier this week, a dispute over an autograph resulted in Kelce having a less than pleasant exchange with a fan.

After filming an appearance on “Jimmy Kimmel Live!” Thursday night, a man directed a profanity-laced tirade at Kelce over the former Eagles lineman’s decision not to sign autographs for a group of people behind a fence. The incident, first reported by TMZ Sports, was captured on video.

Jason Kelce on the football field

Jason Kelce says being a father is one of the highlights of his life. (Photo by Andy Lewis/Icon Sportswire via Getty Images)

Through the shouting, a calm Kelce attempted to explain his reasoning as he was about to get into a vehicle. “I have a habit of not signing for people that follow where I’m going,” Kelce said. 

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The incident with the fan on Thursday comes just weeks after Kelce smashed someone’s phone after the unidentified person shouted a homophobic slur about Travis Kelce while Jason was walking near the Nittany Lions’ home stadium.

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Prep basketball roundup: Ontario Christian girls knock off defending state champion Etiwanda

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Prep basketball roundup: Ontario Christian girls knock off defending state champion Etiwanda

It’s not every day that Dawn Staley, coach of South Carolina, the No. 1-ranked women’s basketball team, walks into a Southern California gym. Staley, in town ahead of Sunday’s game between South Carolina and UCLA at Pauley Pavilion, dropped by Harvard-Westlake on Saturday night to see Etiwanda take on Ontario Christian in a matchup of The Times’ No. 1 and No. 2 girls teams.

Of course, Staley has interest in Ontario Christian sophomore All-American Kaleena Smith and freshman standouts Sydney Douglas and Tatianna Griffin. And there’s also players on Etiwanda, the two-time defending state champions.

Kaleena Smith of Ontario Christian launches a shot in front of Etiwanda’s Aliyahna Morris.

(Craig Weston)

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Ontario Christian (3-0) made an early-season statement as the team of the future with a 74-66 victory over the Eagles (2-1) to win the Harvard-Westlake tournament. Douglas scored 23 points, Smith had 20 points and Griffin added 12 points. Grace Knox led Etiwanda with 30 points and Aliyahna Morris had 16. Ontario Christian’s pressure defense combined with balanced scoring left Etiwanda behind by as many as 16 points.

It was a Smith step-back three in the second quarter that had Staley turning to one of her assistants in the bleachers with a big grin.

“I love her,” Smith said. “She’s come to my games.”

Ontario Christian first-year coach Aundre Cummings said, “It means a bunch because she has been such an advocate for the women’s game. To see a legend like her support this is a blessing.”

Boys basketball

Chatsworth 60, Etiwanda 54: The Chancellors (4-0) continue to impress as the No. 1 team from the City Section. Alijah Arenas finished with 29 points.

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Brentwood 94, Westlake 74: AJ Okoh contributed 26 points and was named tournament MVP at Simi Valley. Shane Frazier added 24 points and Shalen Sheppard 16.

Mira Costa 74, Tesoro 55: The Mustangs won the Ocean View tournament. Eneasi Piuleini had 23 points and earned tourney MVP honors.

St. John Bosco 81, Francis Parker 40: The No. 1-ranked Braves opened with an easy home victory. Brandon McCoy scored 25 points and Elze Harrington added 20 points. Christian Collins had 16 rebounds.

Harvard-Westlake 65, Westchester 39: The Wolverines (3-0) completed their first week unbeaten. Nik Khamenia had 15 points.

San Juan Hills 62, Trabuco Hills 48: Mason Hodges scored 25 points and earned MVP honors at the Santa Ana tournament.

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Birmingham 48, Oakwood 41: Mandell Anthony had 22 points in the Patriots’ season opener.

Heritage Christian 81, Legacy 49: Tae Simmons had 36 points and 19 rebounds and Dillan Shaw added 22 points and 11 rebounds for Heritage Christian.

Simi Valley 59, Crescenta Valley 57: Joaquin Aleman had 26 points for Simi Valley.

Dominguez 61, Valley Christian 60: Sophomore Rueben Brown had 20 points for Dominguez.

Los Osos 81, Crenshaw 50: Jalen Washington led Crenshaw with 21 points.

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Redondo Union 76, Rancho Cucamonga 69: Chace Holley contributed 22 points and Chris Sanders 20 points for Redondo Union. Aaron Glass had 27 points for Rancho Cucamonga.

Chaminade 56, Liberty 55: Jonas Thurman scored 17 points for 3-0 Chaminade.

Sherman Oaks Notre Dame 85, Saugus 55: Lino Mark had 27 points and NaVorro Bowman added 18 points for the 3-0 Knights.

Viewpoint 63, Arleta 42: Wesley Waddles had 20 points and 11 rebounds for Viewpoint (3-0).

JSerra 80, San Tan 59: Jarne Eyenga had 18 points for JSerra (1-2).

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La Habra 76, Anaheim Canyon 63: Acen Jimenez completed an impressive first week with a 32-point performance for La Habra. Brandon Benjamin scored 27 points for Canyon.

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The rise of football’s ‘arrival fits’, putting player fashion in the spotlight

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The rise of football’s ‘arrival fits’, putting player fashion in the spotlight

Tom Marchitelli worked as an accountant for a hedge fund for eight years before setting up a side hustle that soon became his full-time business.

Marchitelli started a custom menswear clothing business called Gentleman’s Playbook a decade ago. Since then, he has accrued approximately 500 clients, the majority of whom are professional athletes in the NFL, NBA, NHL and MLB, and on the PGA Tour.

When The Athletic spoke with Marchitelli, he was heading to an airport in Dallas after a meeting with a baseball player.

In his role as personal designer, stylist and tailor, Marchitelli handpicks entire wardrobes for a clientele which includes Kansas City Chiefs tight end Travis Kelce. During the different pre-seasons across the United States’ various leagues, Marchitelli is rarely in one city for long. As well as working on a lookbook of outfits for specific events, the majority of his work centres around personalising entire collections of tunnel fits for the athletes he works with.

“Tunnel fits” is the phrase used to describe what sportsmen and women wear when they turn up at venues for games (‘fits’ being short for ‘outfits’).

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Usually, athletes arrive in the tunnel beneath the arena wearing their best outfits, which is where the name derives from. Think of it as a pre-game runway, where players across sports in North America showcase their personalities through what they wear.

The most fashion-conscious athletes, such as Houston Texans’ Stefon Diggs or Oklahoma City Thunder’s Shai Gilgeous-Alexander, will go big, but others prefer to keep it simple.


Stefon Diggs arrives for an NFL game in January this year (Perry Knotts/Getty Images)

Kyle Kuzma was in the former camp, and is now the latter. The Washington Wizards forward recently announced his ‘retirement’ from the tunnel walk after taking the game to heights with choices including an incredibly oversized pink Raf Simons jumper and a black Rick Owens puffer jacket.

“I don’t want to be a part of that type of community where you have to put on a ’fit. I’m really taking a backseat to all of that,” Kuzma told Vogue in October.

While Kuzma has checked out and traded in a palate of high fashion for plain-tasting sweatsuits, in Europe, footballers are only just checking into the world of tunnel fits.

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“It is a sport within sports (in the U.S.),” Marchitelli says. “Social media plays a huge role, because all major sports teams have media people who are in charge of photographing the players as they enter.

“That’s only been around, I would say maybe eight years, because when I first started, that (posting images of players arriving to games on social media) wasn’t a thing. And then it started becoming so visible.


Kyle Kuzma, pictured in 2022 (left) and 2021, has ‘retired’ from deliberate tunnel fits (Getty Images)

“You’re getting a close and personal look at what athletes look like when they’re not in their uniforms (team kit), and how they are choosing to express themselves. And, over time, players have taken more pride in how they show up for work.

“Another big factor that drives it is competition among players. These guys are trying to outdress guys on their team, guys on other teams across their sport, and even crossing over into other sports.

“When they show up to the arena, they’re given the uniform that they’re forced to wear, so they don’t have any real choices of self-expression other than their shoes, cleats (boots), maybe a wristband accessory or a headband. But the outfit that they wear to show up to the game, they’re able to express how they feel and how they want to look.”

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Marchitelli could field a team in each men’s major sports league with the number of clients he has, but not a single one is a professional footballer despite MLS and NWSL teams having both dabbled in this subcultural movement.

In European football, tunnel fits are almost nonexistent. France international Jules Kounde led the way for Barcelona in recent seasons with his ensembled looks which blend vintage finds with high fashion. This season though, Barca players are no longer been allowed to arrive for games in their own clothes. This has led Kounde, a face now as recognisable in fashion quarters as much as football, capturing his fits to share with his followers on social media after matches instead.

Most teams have a strict club-tracksuits-only policy applied to matchday and this is one of the main reasons why pre-game tunnel fits have not yet taken off in football.

So where is the individuality? The answer to that does not yet reside in the underbelly of stadiums but in the car parks of the sport’s training grounds. Heading into training for your club or national team has slowly evolved into a time when players across the men’s and women’s games can showcase their style in the form of arrival fits.

Showing up for international duty, in particular, has become a moment for players to demonstrate their fashion prowess.

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Last month, Liverpool defender Ibrahima Konate arrived at France’s training ground wearing a neon green hood zipped over his face while his international team-mate Marcus Thuram, often bedecked in Balenciaga and Chrome Hearts, is among those also paving the way.


Konate arrives for international duty with France in October (Franck Fife/AFP via Getty Images)

Players of Argentina, Belgium and Portugal are three other standouts who consistently show up. Meanwhile, England — whose players include Louis Vuitton brand ambassador Jude Bellingham — are still strutting around in team-supplied Nike tracksuits, proving the trend has not completely caught fire everywhere.

“It was probably 2022 when that (arrival fits) wave really began,” Jordan Clarke, founder of Footballer Fits, a platform which celebrates footballer fashion, says.

Clarke noticed that Premier League team Crystal Palace had started putting pictures on Instagram of their players arriving at their south London training ground wearing their own clothes. After starting a conversation with the club, Footballer Fits and Palace have been collaborating on Instagram posts to showcase what players are wearing ever since.

“Now we’ve done it with Chelsea, Nottingham Forest, Anderlecht in Belgium, we’ve done it with Brentford a lot, we’ve done it with Crystal Palace Women, Chelsea Women — there are so many,” says Clarke, who hopes that arrival fits are a precursor to tunnel fits becoming a regular sight in football.

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“I don’t want to leave anyone out, but we’ve done it with so many clubs and now you’re seeing Liverpool, Newcastle United and Manchester City maybe not doing it in collaboration with us, but they’re doing it (themselves) now, and that’s amazing to see.

“With training, there is a lot less pressure. They (clubs) can release photos midweek and whatever happens on the weekend, unless you’re a super-negative person, I don’t think people are going to link back to what the players wore to training as the reason why they lost.”

Siobhan Wilson is one of the players who has featured on Footballer Fits’ Instagram page in collaboration with her club, Birmingham City Women, and she would welcome an escape from the traditional pre-match tracksuit.

“It actually annoys me, you know — especially when you see what they are doing in the WNBA,” says the 30-year-old Jamaica international with a laugh. “I wish we did stuff like that here. They just want us to all look like clones of each other, but it’s fine.”

Wilson used to deliver mail while playing part-time for Palace. She now combines a full-time playing career at Birmingham, who are top of the second-tier Championship, with being a fitness influencer to 1.3million followers on TikTok.

“It’s nice for the fans to see players express themselves through what they’re wearing and their style,” she says. “You get to see people’s personalities by doing that, so it would be something that I would love to see more of.

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“For me, I feel like if you’ve got like a nice ’fit on, and a good pair of shoes on, you just feel good. But I get the other side (players arriving in uniform tracksuits) too. It is a team game. You’re there to play as a team, so I get it from that standpoint, but wearing your own clothes and feeling comfortable in what you’re wearing: it allows you to be yourself a bit more.”


Martin Odegaard and Arsenal arriving in team gear to play Chelsea this month (Stuart MacFarlane/Arsenal FC via Getty Images)

Algen Hamilton is a designer and stylist from south London.

His break in the fashion industry arrived when he started styling looks for footballer friend Reiss Nelson, the Fulham winger (on loan from Arsenal) who he met at primary school aged four. Hamilton’s client list includes Trevoh Chalobah (Crystal Palace, on loan from Chelsea), Kai Havertz (Arsenal), Joe Willock (Newcastle), Ben Chilwell (Chelsea) and Mateo Kovacic (Manchester City).

“I’ll work with them constantly throughout the season, whenever they want to — when they have an event coming up or they have an awards ceremony or they’re going to a premiere,” Hamilton, 24, explains. “When it comes to arrival fits, those looks normally come from the wardrobe I create and I’ll update it multiple times in a year.

“I speak to them first about what they want to wear and what the vibe is that we are going for, if it’s different to before, where they are travelling to et cetera. Then I’ll go off, make the outfits and send them a message. They will tell me which outfits they love.

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“So, for example, I’m working with Trevoh right now. We made a whole bunch of outfits, which he picked, and then there are brands who want to gift some stuff for winter.”


Amadou Onana, left, checks in for Belgium duty in 2023 (Nico Vereecken/Photo News via Getty Images)

Having worked with Chalobah on a full-time basis since 2021, Hamilton has watched the progression of football and fashion’s relationship firsthand.

“When I first started, players weren’t really going out there dressing up like they do now, and it wasn’t just the Premier League — we are talking La Liga (its Spanish equivalent) and the Bundesliga (the top division in Germany),” he says.

“Also, brands weren’t really opening up partnerships to football players either. As time has gone by, the popularity has grown and supporters are tapping into the player outside of the training ground and off the pitch. I feel like now, those opportunities are happening more. Players are more open with their fits and want to show them off.

“We have watched the game change bit by bit and it is only a matter of time for it to get to that stage where it’s like the sports are in America. But let’s not mix a step forward with progress, because it can be a step forward seeing teams do that (post-arrival fits on social media) but it doesn’t mean it’s actual progression for the teams to change their minds.

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“The Premier League is very traditional. They’ll probably be the last league that will change how things are.

“It would be nice for the progress to be meaningful; for it (wearing an arrival outfit) not to be looked at as a distraction or as a moment where players aren’t focused on what the team objectives are, but to see it as an opportunity where players are expressing themselves.”

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Footballers, modelling and the power of expression

(Top photos: Getty Images; design: Kelsea Peterson)

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