Ready, set, go: How sports drive internet culture
From the recent Olympic craze to viral running challenges, sports have broken free from the playing field and exploded into a full-blown cultural movement. But this reflects a wider trend around more than just game scores and athletic skills—sports have become a platform for conversations around diversity, inclusivity, and impact.
As sports evolve into cultural powerhouses, they are not just about the game. They are reshaping how we connect with the world. While the current widespread exposure can certainly be attributed to increased investment into sports marketing, events and media, there is a more significant shift at play. Sports today are evolving beyond mere competition. With Generation Z stepping into the spotlight, athletes are revealing themselves as multi-dimensional individuals, sharing their lives, passions, and perspectives with the world. Sports are sparking a cultural conversation like never before, with athletes at the center, reshaping the narrative and redefining what it means to be in the game.
How sports are defining culture.
Looking at recent major events that captured attention, a few stand out prominently: The Olympics, traditionally seen as a global showcase of athletic excellence, have evolved into a massive brand-building platform, creating breakout social media stars, viral sensations and Tiktok trends like Outfit Kit Checks, Did not qualify, or the Olympic village chocolate muffin guy. Athletes are now influencers in their own right, with online audiences that extend far beyond the games and attracting brands through their charisma that want to tap into their fan base. South Korean gold-medal winning shooter Kim Ye-ji is posing in Louis Vuitton for W Korea and is seen in a Vogue editorial, Ilona Maher, U.S. Rugby bronze medalist, has become the most followed Rugby player in the world and landed a Sports Illustrated cover. There are currently 50.7 million videos mentioning Italian swimmer Thomas Ceccon on TikTok despite him having no social media presence on the platform himself. From the viral opening ceremony uniforms to memes from the shooting events, the Olympics provided endless content that blurred the lines between sports, fashion, and internet culture.
But the Olympics weren’t alone in making waves. Soccer jerseys are becoming the latest fashion must-have, with fans and non-fans alike embracing the trend. Formula 1 has also surged in popularity, particularly in the U.S., where the sport’s mix of speed, glamour, and drama has captivated a whole new audience, especially on TikTok and among girls. Even tennis tournaments like Wimbledon and the US Open, long known for its traditionalism, have become a hotspot for celebrity sightings and fashion statements, with everyone from Zendaya to Julia Roberts and Hugh Jackman turning the stands into a who's who in movies, music and fashion.
And let’s not forget the NFL stadium tunnels—what was once just a passageway has become the new runway, with athletes making bold statements through their pre-game outfits, turning heads and racking up likes online. These moments aren’t just about sports—they’re where the worlds of fashion, celebrity, and social media collide, creating a new cultural phenomenon that’s impossible to ignore.
The driving forces behind sports' new cultural role.
There are several key factors that are driving this broader cultural shift in sports. As more people prioritize an active lifestyle, sports have naturally become a central focus, not just for physical fitness but for overall well-being. The emphasis on longevity, mental health benefits, and the importance of a healthy, active body have made sports more relevant than ever. People aren’t just working out. They are embracing sports as a way of life, intertwining it with other aspects of their daily routines. External appearances have gained increasing importance, reflected in trends like the Ozempic obsession and Looksmaxxing, where people strive to achieve an idealized version of themselves according to specific beauty standards.
At the same time, there’s been a significant push to make sports less elitist and more accessible. This democratization of sports is especially visible among women, who are increasingly breaking into spaces that were once male dominated. From female athletes gaining recognition to the rise of women-centric fitness communities, this inclusivity is reshaping the landscape of sports, making it more diverse and representative. Athletes are challenging traditional codes and translating them to a new aesthetic.
But the true power of this trend lies in the social connections it fosters. Sports have evolved far beyond the realm of athleticism, becoming a powerful medium for personal expression and community building, both online and offline. Running clubs, fitness groups, and sports-focused podcasts are no longer just about physical health—they’re about creating spaces where people can come together, share their stories, and build a sense of belonging (and sometimes even find love). These communities are driven by more than just the pursuit of fitness; they’re about identity, shared experiences, and the collective spirit that turns a simple workout into something much bigger.
How brands can tap into this cultural moment.
To truly harness the power of today’s sports scene, brands need to go beyond just celebrating victories. It’s all about locking in early with rising stars and building real, long-term connections that stick. Medals are cool, but what really resonates are the personalities, stories, and raw, unfiltered moments athletes share. These partnerships shouldn’t just be a one-time thing, like the Olympics. It’s about being there for the whole journey—from intense training sessions to life off the field. That’s where the real, lasting narratives are born.
In this fast-paced world, brands need to be ready to jump on viral moments when they happen. Some athletes, even those without social media presence, blow up overnight. Being agile and responsive to these moments can create significant opportunities for brand exposure. With inclusivity on the rise, especially among women, it’s more important than ever to support athletes breaking the mold. Fashion and beauty are now also major players in sports marketing, with athletes expressing themselves in fresh, creative ways.
Social media is the key to connecting athletes with their audiences on a personal level. When athletes share their highs, lows, and everything in between, it’s a chance for brands to build genuine connections that remain a part of the conversation long after the events are over.
