0825 PROJECT Las Vegas_Post-Event Content Studio Edit

Studio Production Credits: Producer: Gauge Theory CreativePhotographer: CLAIRE CALI Stylist: noah zagor; Assistant Stylist: shelby olson 1st Lighting Assistant: Keaton bayne; Digitech: Mikey mcnulty Production Designer: erika toohey; Assistant Production Designer: connor graves Hair & Make-Up: Marlene sullivan; Content Manager: elise cucchiarelli Coordinator: quinn francisModel: mk deng, NEXT

This season, we explore the way in which sports culture influences fashion. The SS26 Menswear Buyer’s Guide introduced the concept “Future Classics,” which showcases the blur between activewear and everyday apparel in both form and function. Not only are consumers dressing to showcase their allegiance to sports or a team, they are also dressing for more movement driven lifestyles, choosing materials and silhouettes that according to the SS26 Menswear Buyer’s Guide, “emphasize consumers’ lasting need for comfort and expanded wearability.” Sports act as an accessible way for menswear consumers to connect with their chosen communities, and fashion acts as a tool to express that identity, across generations. This season, three key visual personas emerged, representing a specific identity within the larger community of Sports: Behind the Scenes, Bleacher Creatures, and Player’s Anthem. Each embodies a different way that sports, identity, and fashion collide. We’ve pulled together a collection of inspiring looks featuring PROJECT brands to represent each distinct persona. Read on for a look at the key trends, brands to watch, and use this seasonal editorial as a merchandising guide to appeal to your target consumer.

Published October 2025

The Great Unifier: Sports and Fashion

behind the scenes

From NBA "Tunnel Walks" to celebrity entrances, the playing field becomes a stage for not only sports content, but aspirational fashion content too. This style of dressing is defined by a luxury take on streetwear; Look for performative, statement-making accessories from bags to hats that would be worn by a celebrity and can be borrowed by the public. The first look is all about statement-making accessories. ARKYVE’s cat-ear hat makes a unique statement and feels styled by a professional. Will Biondo, founder of the LA-based brand says, “Headwear is one of those pieces people aren’t afraid to experiment with.” he adds, “I already see a lot of athletes wearing the hats—especially bigger, tougher NFL players who you wouldn’t necessarily expect to throw on something as vibrant as a cat-ear hat. That contrast is what makes it cool. Truthfully, my core target is Black Americans aged 15–25, but I’ve seen the hats on every age, race, and gender. At this point, anyone can rock one.” The next notable accessory in this look is 7SEVENTEEN’s ANGEL Piñata Bag, which was designed as “wearable art while still serving an everyday purpose,” said founder Darin McFadden. “It’s literally our ANGEL logo brought to life in leather — a functional bag and a status symbol all at once.” Noah Zagor, the stylist for this photoshoot, added a golf glove on one hand, representing the way style can be re-imaged across sports and capturing that “celebrity look” achieved by stand-out accessories.

The next look, featuring a coordinated pants and duffle bag moment by The Hideout Clothing showcases how the tunnel walk can be a time to make cultural statements through unique streetwear. Zagor explains, “You're balancing a sporty motif, which is the breakaway pant, that athletes rip off before they play, but then taking that breakaway pant and doing it in denim [which is very streetwear] and the floral crochet almost gives it like this hippie, psychedelic vibe. And I think that's a cool, fun, playful balance of athletics and sort of like greater cultural concepts and aesthetics that are happening right now.” There’s also an exclusivity element to this look in particular which fits in with the aspiration aspect, Sebastian Gibert, The Hideout Clothing’s founder shares, “The pieces are produced in limited quantities, which makes them unique and collectible.

A standout detail is the crochet knit, which is actually hand-done rather than machine-made, giving each piece a personal and artisanal touch.” He adds, “Sports and fashion have always been intertwined, and I think it’s exciting to create pieces that are both stylish and functional... I definitely see stylish athletes and sports lovers embracing our brand, as it naturally bridges performance culture with streetwear." The look is topped off with a hat by YVZ Denim. Arezu Aframian, brand and business development, shares, “Headwear is an extension of identity. Our denim bucket hat transforms a sports staple into a statement — bold and practical.”

Sweater by merril golf; Trench by mercy house; Pants and Bag by the hideout clothing; Sungalsses by true.; Hat by yvz denim; T-Shirt by lost my accent

Bleacher creatures

If Behind the Scenes is about personality in the spotlight, Bleacher Creatures is about connection to community. This look is all about fan gear evolving into fashion and it can be seen on fans in the stands to celebrities sitting courtside. “It’s about embracing the team colors and motifs without necessarily wearing a jersey,” says Zagor. Look for team colors, nostalgic sports motifs like varsity jackets or patchwork, and sports gear inspired textures – these references to the team’s aesthetic become signals of belonging.

The first look does just that with a sports jersey — re-imagined. The shirt from Sixth June Paris maintains the silhouette and texture of a jersey yet brings in an unexpected blue chevron pattern reminiscent of the trending-again Missoni print. The Cactus Valley pants pull in sports Nostalgia with playful patchwork.

Shorts by mercy house; T-shirt and Jersey by cactus club; Button-Down Shirt and Necklace by barrow; Slides by 7seventeen; Pillow by barefoot dreams

Poncho by barefoot dreams; Slides by 7Seventeen; Swimsuit by blend; Olympics T-Shirt and Hat by outerstuff; Long-Sleeve T-Shirt by true.; Pants by eptm; Denim Jacket by Dickies

For the second look, Zagor took inspiration from Timothee Chalamet’s all-pink Red Carpet look, embodying sports lovers that want to make a statement yet feel comfortable in the stands or courtside with multiple layers. The pink jacket and shorts in this look are by 7 for All Mankind, and the varsity jacket layered on top is by True Religion.

player's anthem

The locker room has become a public stage where athletes merge post-game comfort with luxurious elements. Zagor described it as “a moment where the fan connects to a little bit more of a real moment with the athlete.” This naturally bridges to the reality of how consumers are dressing for their increasingly versatile lifestyles. As consumers move from home to office, to dinner, to sports event, they can apply the same approach to dressing – fusing high and low, comfortable and luxe. Key brands in this look like 7SEVENTEEN and Mercy House are designed for versatility. “We’re inspired by versatility; Creating footwear that looks just as good in a stadium as it does walking through the city. Our goal is to give people the freedom to stay stylish without compromising comfort, no matter where they are,” shares Darin McFadden, Founder of 7Seventeen.

Pants by the cactus valley; Shirt by SIXTH june PARIS; Jacket by casual friday; Hat by yesterday is dead; Bracelet by pythia

The first look features a comfortable locker room ensemble, but with elevated elements like 7SEVENTEEN’s GLIDE I slide. McFadden shares, “Our leather and nylon slide was designed with athletes and fans in mind. It’s the perfect post-game piece: sleek, minimal, and premium enough to feel like part of the celebration.” The look also features shorts by Mercy House, a brand that offers customized length for online orders, perfect for taller-than-average athletes. Mercy House’s Founder, Karen Vaquilar shared the brand’s thoughtful approach to design that allows for such customization, “We design and produce everything in house. Pattern making and cutting is done by hand, and we are made to order. We are sustainable because of our made to order process and most of the fabrics we use are made in Canada.” The second look features creative takes on classic activewear – EPTM’s tearaway pants are an elevated version of the typical style.

Jacket and Shorts by 7 For all mankind; Varsity Jacket by true religion; Shirt by esc

From locker rooms to tunnel walks, sports culture provides consumers with community. For retailers, the opportunity is to create assortments that let shoppers feel part of something bigger while still expressing their individuality whether through a statement bag, a reworked denim set, or a post-game slide. At PROJECT, these trends come to life on the show floor, where brands and buyers connect around the future of menswear.