Generation Z has different requirements and necessities from the world, and it’s more apparent when it comes to sports. For this generation, a basketball jersey, a skateboard, or a pickleball paddle isn’t just simple equipment; it’s a way to stand out from others. Nowadays, when nearly everything is Instagrammed or TikTok-ed, the clothing and gear Gen Z brings to the court or gym are a part of their online identity.
Below, we will explain the reasons behind this occurrence and what it means not only for Gen Z but also for brands and retailers.
Gen Z’s Self-Expression Via Sports Gear
At the age of rapidly evolving technologies, when the world becomes closer and allows people from distinct parts of the globe to not only connect but also influence the opinions of thousands of people, Gen Z has also been named a “self-expression generation.”
And this extends to their sports attire and equipment. Unlike older generations, who might have viewed workout clothes as purely functional, for Gen Z, sports gear is a part of their individuality. They want “chaotic customization and personalization.”
- This means that they are likely to purchase from brands that allow them to demonstrate their values publicly. This could mean, for example, buying from eco-conscious sporting brands to show their support for environmental causes.
- Another important factor is that Gen Z chooses unique combinations and custom sports pieces. This generation rejects the idea that everyone should dress the same. As a result, they want gear that feels one-of-a-kind or shows their unique style.
- They prioritize feeling confident and comfortable in their sports clothing and gear.
- Gen Z rejects the idea that one must suffer for style. Instead, they choose oversized hoodies, vintage tees, and mix-and-match sports outfits.
Personalization: “Make It Unique, Make It Mine”
One of the most sound ways Gen Z ensures their sports gear says something about them is through personalization and customization. They are no longer satisfied with mass-market products; they want to put their own design on what they wear or use. They are more prone to choosing brands offering sports equipment and clothes customization options. For example, this could mean decorating a plain pair of sneakers with charms, patches, or colors of their own choice, or designing a custom pickleball paddle or a skateboard.
Even the biggest brands like Asics, Nike, Adidas, or even mass brands are trying customizable options. The trend extends beyond online platforms to land-based stores as well. For example, Lids stores now have locations where customers can personalize their baseball hats. The result is that sports gear and apparel are getting more and more personalized. Owning something truly unique and authentic gives Gen Z that sense of pleasure that they just can’t get from a mass-produced item.
Social Media and the Influence of TikTok
It’s impossible to talk about Gen Z’s preferences and expressive sports gear without mentioning the influence of social media, which is the force that affects so many of Gen Z’s fashion and lifestyle choices. Platforms like TikTok and Instagram have given rise to sports influencers, who know that the sports clothes they wear to the gym or the equipment they use can suddenly become viral content. So, they try to differentiate themselves as much as possible and find new ways to stand out from other influencers.
It also means trends can explode overnight; just one viral video of a cool tennis racket can spark big interest among Gen Z players the next week. Social media has essentially turned every young athlete into an influencer, a spectator and a model: they’re following others for inspiration and simultaneously creating their own unique image for their own followers.
Apart from organic viral trends, influencers and athletes on social platforms hugely affect Gen Z’s gear preferences. For example, a fitness influencer with hundreds of thousands of followers might popularize a new model of leggings or a brand of training shoes simply by consistently wearing them in videos, without even mentioning or promoting them on purpose. In recent years, Gen Z has come to trust these figures more than celebrity endorsements. For example, when influencer and fitness model Alexis Ren became the face of surf-skate brand RVCA and co-designed an activewear collection, it generated massive buzz. The success of the campaign was that someone relatable to Gen Z was behind it.
Social Media Campaigns and Challenges
Socialmedia is also a place where broader movements around different causes, products, and sports apparel gain popularity. Remember how #BodyPositivity and #StrongNotSkinny trends have encouraged people (many Gen Z) to wear what makes them feel comfortable and confident at the gym, rather than trying to fit in with aesthetic requirements. These movements encourage wearing a baggy shirt if you want, or rocking a bold pattern even if it breaks the dress code rules.
Many sports and lifestyle brands now run campaigns specifically for social media engagement, often encouraging Gen Z to participate in them. Challenges like #NikeByYou, where users share their custom Nike designs, make young people feel part of the brand and its story. And if the campaign aligns with Gen Z values, it can explode overnight. When trends start online and go viral, they quickly influence real life and sales.
Cultural and Economic Shifts Influencing Sports Gear Choices
Gen Z’s preferences and the demand for meaningful, expressive sports gear aren’t a separate case; their reasons are broader, being affected by different cultural and economic trends.
- Activism in fashion: Gen Z places enormous importance on brands’ values and social responsibilities. Nearly 60% of Gen Z believes fashion brands should address social issues. They reward brands that align with causes they care about. For example, back in 2018, Nike’s bold support of activist athlete Colin Kaepernick resonated strongly with young Americans; 67% of 18–34 year-old supported Nike’s campaign featuring Kaepernick. The message was clear: Gen Z wants to wear brands that stand for something and align with their own values.
- Community and belonging: In a time of online communities and niche interest groups, Gen Z also buys gear to signal belonging to a specific sports community. This generation is all about finding new people who have similar interests; it’s not about playing sports anymore, it’s about socializing and creating connections. This is why sports like pickleball are gaining popularity. The sports that help find new friends and brands that foster a sense of community win big with Gen Z.
- Health consciousness: For Gen Z, workout apparel became everyday wear. They aren’t buying leggings and sneakers just for the gym; they’re wearing them to class, to coffee, and on Zoom calls. As a result, Gen Z expects their athletic gear to check multiple boxes: high-performance and high-style.
- Drop culture & exclusivity: Limited-edition releases or exclusive sports products create hype and FOMO (fear of missing out) that Gen Z often responds to. A limited-edition basketball shoe designed by a popular rapper or a skateboard deck released in a 100-piece artist series is more likely to be sold within days. The exclusivity becomes part of the product's appeal and identity.
Community Sports as the New Social Clubs (Pickleball’s Phenomenon)
While big-league sports and gym culture are the main focus of the story, Gen Z is also reshaping recreational leagues, niche sports, and everyday play. Sports like pickleball (a hybrid of tennis and ping-pong) have exploded in popularity among young people in the U.S., turning them into full-blown lifestyle trends. And where there’s a lifestyle trend, there’s a look to go with it, and a social media story or a reel.
Pickleball: A Case Study in Gen Z Style
Pickleball’s rise is a perfect example of how Gen Z can take a sport and infuse it with personal style. Dubbed “America’s fastest-growing sport,” pickleball has seen huge participation growth over the past three years. And the biggest age group of pickleball players is the 18–34 demographic. This has transformed pickleball into more than just a casual game; “pickleball isn’t just a sport; it’s an aesthetic”. Step onto any pickleball court frequented by Gen Z and you’ll spot custom pickleball gear, flamboyant outfits, and creative accessories that set the scene apart from, say, an all-white tennis match.
Sydney Steinaker, a pickleball influencer, notes seeing everything from “lots of neon colors” to people in “tutu skirts with knee-high socks on the court”. In pickleball, standing out is cool, not clumsy or tasteless. The community embraces creative self-expression, which encourages Gen Z players to stand out through their gear.
According to Mike Hardy, the founder of dinkusa.com, “For Gen Z, the pickleball court has become a place where showing off your personalized paddles and unique outfits is a part of their own story, values and preferences. This helps them to create a community of like-minded people, and it’s beautiful.”
Conclusion: What Brands and Retailers Should Take Away
Gen Z’s insistence that their sports gear say something about them is reshaping the sports apparel and equipment industry. It’s not a passing fad but a generational shift in consumer expectations. For brands and retailers hoping to win Gen Z’s attention, the message is clear: evolve or become left out. Here are key takeaways from this cultural shift:
- Make it personal: offer customization and personalization whenever possible.
- Stand for values and have standards (and show them): Gen Z is quick to align with or dismiss brands based on authenticity.
- Brand activism and transparency are not optional. Demonstrate your values through specific actions and campaigns – support social causes, and embrace inclusivity.
- Build community and experiences: treat your Gen Z customers as a community, not just consumers.
- Try to remix: Gen Z fashion is all about mixing eras and styles, so reflect that in your product lines.
- Prioritize comfort: Offer inclusive sizing, gender-neutral styles, and designs that prioritize comfort and style.
- Be flexible and stay agile with social trends: be extremely online. Monitor TikTok, Instagram, and emerging platforms for the latest crazes (the memes, the viral sounds, the slang).
Sources and References of the Research:
- Francombe, Amy. “Gen Zs want ‘chaotic customisation’ in 2025. How can brands tap in?” Vogue Business. Nov 19, 2024, voguebusiness.com
- “Rising Gen Z Income and Health Consciousness Drive Surge in Sports Apparel Sales+” Oct 25, 2023, businesswire.com
- “The Gen Z Fashion Brand Licensing Report.” Nov 2024, licenseglobal.com
- Clifton Mark. “How American Gen Z & Millennials approach fashion differently.” Nov 11, 2024, business.yougov.com
- Nadya Morison. ¨Why is Pickleball Popular in the USA: Reasons Behind Its Explosive Growth¨Apr 29, 2025, dinkusa.com
- “The Psychographics of Gen Z: What Really Drives Them?” Oct 24, 2023 mediaculture.com.
- Erica Sweeney. “76% of voters age 18-34 support Nike’s Kaepernick ad, study finds.” Sept 14, 2018, marketingdive.com.
- Lucas Freeman. “Pickleball and Gen Z: The Sport Taking Over Courts and TikTok.” Dec 4, 2024, wokewaves.com
- Chloe Mac Donnell. “How pickleball, America’s ‘fastest-growing sport’, is taking over sportswear.” Aug 4, 2023, theguardian.com
