By not embracing fashion at its All-Star Game, MLS is missing out a major opportunity to grow the league even further.
The MLS All-Star Game has featured moments of excitement throughout its existence, but the past two years have seen the best players in the league getting smacked by a combined score of 9-1 — a 5-0 drubbing to Arsenal in 2023 and a 4-1 loss to Liga MX All-Stars earlier this week.
The Skills Challenge provided some fun in both years, but there was still plenty left be wanted, especially with the actual matches not being very competitive. So how can the league spruce up its midseason spectacle?
Forget the game on the pitch, let’s focus on the extracurricular activities off of it. MLS is leaving a major opportunity on the table to engage with fans old and new alike by not embracing fashion during its All-Star festivities. Celebrating this cultural element of the beautiful game offers something positive and fun no matter who wins or loses. Especially in a league that boasts stars both rising and aging, leveraging these talents and their celebrity through various photo and content opportunities could do wonders in getting new fans invested.
The league has tried to establish itself among the global elites in Europe, and it could learn a thing or two from its cohorts. Paris Saint-Germain in Ligue 1 have separated themselves from the pack of high-profile soccer clubs by embracing fashion and doing collaborations with companies like Hublot, BAPE and Jordan Brand.
These leagues do not even have All-Star games, and there is an increasing argument over the importance or need of such competitions. The NFL’s Pro Bowl has dwindled so much it’s now a flag football fun run. If MLS was to further connect its All-Star Game with cultural touchpoints like fashion, it would transcend the pitch, boost the profile of the event, and draw fans in.
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Like the European leagues, the NWSL also does not have an All-Star game, but it has woven fashion into its brand identity and it’s paying off with an incredible rise in viewership and sponsorship dollars.
Several other professional sports leagues, including the NBA, WNBA, and MLB make the fashion of their All-Star games a big deal. Having a red carpet and highlighting it on television and social media increases the hype around the friendly competition by making it actually feel like a special occasion.
Embracing fashion at big events like the MLS All-Star Game is an opportunity for players to express themselves and further their personal brands. Ahead of the WNBA All-Star Game earlier this month, A’ja Wilson showcased a high-fashion version of her signature one-leg look, and MVP Arike Ogunbowale looked ice cold all weekend in jackets and baggy shorts. The orange carpet was a chance for rookie sensations Caitlin Clark and Angel Reese to display their own senses of style for the world to see as well.
At the MLB All-Star Game just a few days prior, stylist and designer Tom Marchitelli of Gentleman’s Playbook made outfits for 17 athletes, many of whom had personal details in their suits, like MVP Jarren Duran’s controversial “F*ck ‘Em” slogan. Since the game was in Texas, Hunter Greene and Elly De La Cruz each put their own spin on the cowboy look.
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There are plenty of MLS players, including on this year’s All-Star roster, who would take full advantage of an All-Star Game red carpet (or whatever color the league chooses). LAFC star Denis Bouanga proudly posts outfits on his social media featuring The North Face and Gucci collab and a hoodie from Denim Tears. Cucho, who scored the lone goal in the match, turns heads with woven pieces. Luciano Acosta has an edgy look with his bleached hair and neck tattoos.
Caring about what the athletes wear is also an opportunity to celebrate family. In the WNBA, Alyssa Thomas and DeWanna Bonner have walked the All-Star orange carpet together the past few years, and even got engaged at last year’s festivities. At the 2021 All-Star Game, Dearica Hamby wore matching suit tutu dresses and Jordan 3s with her daughter, Amaya. This year, she walked the orange carpet with Amaya giving news outlets a review of her mom’s look. It was adorable.
At this year’s MLB red carpet, fans clamored to see power couple Paul Skenes and Livvy Dunne, Marchitelli made matching outfits for Jurickson Profar and Jeff Hoffman to stunt with their sons, and Bryce Harper carried his months-old daughter Kamryn on his shoulder. All of it was so great.
Many MLS players are family men too. Sergio Busquets did a whole family photo shoot in Dolce & Gabbana to commemorate his time in FC Barcelona. Darlington Nagbe’s Instagram feed is full of photos with his family. Héctor Herrera made sure his wife and children were by his side at this year’s All-Star Game. Imagine the heartwarming content that would come from an All-Star Game red carpet.
Besides these feel-good reasons of why fashion is important, MLS is leaving money on the table. We’ve reached a point in the media landscape where typically non-sports publications like GQ are covering athlete fashion, including live reporting from All-Star red carpets. There are more and more eyes on sports than ever before, which leads to more marketing opportunities.
NFL teams like the Buffalo Bills, Cincinnati Bengals, and San Francisco 49ers have a sponsor for their tunnel walk Instagram posts every week. For those who argue that investing in fashion content takes away focus from the game, all three teams have been perennial contenders in recent years, either having reached a conference championship game or Super Bowl since 2020.
Another example of a sports-fashion sponsorship is how Skims has a partnership with the NBA and WNBA. An element of the deal is that their logo is featured in on-court graphics. There’s a soccer tie too. The underwear company, which is owned by Kim Kardashian, featured Neymar in one of their campaigns.
The MLB All-Star red carpet show was sponsored by agua fresca company Frutitas and the brand name was clearly visible on the step-and-repeat that was splattered all over the internet. In a similar way, Bumble sponsored the WNBA orange carpet at the All-Star Game and had its name prominently featured on the step-and-repeat, which was also everywhere you looked online. An MLS All-Star red carpet would be a huge money maker for the league.
Fashion brands are aware of sports and their global influence. Other leagues are rising to the occasion and showing love back. MLS needs to wake up and show its own appreciation for how fashion makes the beautiful game, well, more beautiful too.
