The Rise of Finstas, How Beats Reclaimed Football, and What Signature Boots Mean for the Next Chapter of the Women’s Game
The start of a new wave, rooted in authenticity, but what does it mean for the game?
Introducing In The Mix, a weekly newsletter that goes beyond the pitch, deep-diving into the intersection of football, fashion, music, and culture.
This week’s newsletter features:
The rise of Finstas amongst footballers
Why the latest adidas x Manchester United x Drama Call collaboration was a success
Beats by Dre’s 2025 football resurgence
The Snapchat revival, and the reason why
The re-introduction of signature boots into the women’s game
How Athletes Are Turning To ‘Finsta’ Accounts To Double-Down On Self-Expression
Before we dive into this growing trend that is taking over athlete culture, what exactly is a finsta?
A Finsta, short for ‘fake Instagram’, is a typically private secondary account used to share raw and unfiltered personal content with an exclusive group, usually close friends and family. They are also known as burners or second accounts.
The rise of social media teams in the modern game, dedicated to curating athlete platforms, has meant a steep decline in authentic player personalities. With content and captions that screamed AI, long before ChatGPT emerged, it has become increasingly difficult to develop an affinity for a player through their online presence. Long gone are the days of Wayne Rooney offering Rio Ferdinand a lift on Twitter, or Cristiano Ronaldo posting impromptu Instagram selfies.
Or so we thought…
A major shift is occurring, as players are now rewriting the rule book and ditching conventionality by launching public secondary accounts, available to loyal supporters, their respective clubs, and brands. While public Finstas may be a recent phenomenon, the cultural shift in football means athletes now feel empowered to share content outside of football. From fit pics, lifestyle dumps, to album releases, the new gen of ballers are doubling down on authenticity, and redefining finstas, writes Founder Jordan Clarke.
So where did this rise come from?
The inspiration behind the new wave in football likely originated from across the Atlantic, as both the NBA and NFL continue to lead the way in athlete self-expression. The most notable influences in the game are the OKC Thunder and 2025 MVP Shai Gilgeous-Alexander, and NFL wide receiver Stefon Diggs, with the latter most deserving of credit for the growing trend
Diggs, who recently joined the New England Patriots, has been a trailblazer in athlete culture. Whether it's walking at Fashion Week, dropping short films on YouTube, or being one of the best-dressed athletes in recent history, his influence on his sporting peers is evident.
Moses Anoh, Blitzfits:
“It’s safe to say Diggs’ influence goes beyond the game of [American] football. He’s probably one of the first names that comes to mind when you think of sports and fashion today—and I don’t think that’s by accident. Beyond the detail he puts into his game and everything he’s accomplished on the field, he’s done a great job of building his brand and seizing every moment to show us he really does this fashion stuff.”
The 31-year-old was arguably the most high-profile athlete to flip the script and redefine what it meant to have a finsta. Opting to go public with style dumps and memes, he garnered thousands of followers and gained notable attention, particularly from the fashion industry. His fearlessness in posting freely and penchant for consistently switching up his usernames gave supporters around the globe an invaluable insight into the personality behind the name. Significantly, it also created an unprecedented connection between athlete and supporter that is impossible to manufacture inorganically, and so Diggs was very much one-of-one. Unfortunately, he has since deactivated the account as he seeks to rediscover his form after a long layoff with injury, but when Diggs decides to run it back, we will be there!
An early proponent of Diggs’ novel approach to social media was AC Milan winger Rafael Leão, who linked up with Diggs pitchside at the San Siro back in 2024. Launching his Finsta account ‘@imjus.tbeingme,’ dedicated to his joint passion for both fashion and music, with his rap persona Way 45 dominating each upload. At the time of writing, not one of his seven uploads features anything football-related, positioning the account solely as a hub for Leão’s self-expression.
The most high-profile, and arguably most successful Finsta so far, belongs to Liverpool forward Hugo Ekitiké. After building a reputation for his dump game while plying his trade in the Bundesliga, the Frenchman has taken it up a notch since touching down in the Premier League, with over 82,000 people tuned into his second account, @heesheki, eagerly waiting for his next move.
In comparison to Leão, Ekitiké regularly integrates football content; however, the beauty of each post is its authenticity and unfiltered access, with every dump presented as though Ekitiké had taken the photos included that same day. Just like Diggs, it allows supporters to feel closer than ever before to athletes, and crucially, it is wholly organic.
Leão and Ekitiké are far from outliers in the modern game, with numerous players tapped into the Finsta wave, including Real Madrid’s Vinícius Júnior (@junior7vj), Corinthians’ Memphis Depay (@bloodymemphiss), Chelsea’s Roméo Lavia (@lavizzy), Everton’s Thierno Barry (@barrylo0o), Fulham’s Alex Iwobi (@a17yaadigg) and FC Seoul’s Jesse Lingard (@iamaliennnn10). Despite the range of ages and experiences, all these players are playing or have played at the highest level, with the commonality between them all being a willingness to express themselves.
A similar trend, closely tied to the Finsta, has been the emergence of dedicated photography accounts, with Arsenal’s Declan Rice (@dr.jpg), Brentford’s Reiss Nelson (@35mmnelz) and Tottenham’s Brennan Johnson (@bjfilesolympus) all launching dedicated pages to share their passions beyond the pitch.
Speaking to us at the adidas x Arsenal Third Kit Launch in London last month, Rice revealed the inspiration behind his decision to pick up the camera.
Declan Rice:
“It’s just different. The camera is different from an iPhone or a standard picture you’d get from a game, and obviously, it’s me taking it. It’s just a fun hobby as well. When I first bought the camera, I didn’t even think about making an account. But then I thought, I might as well, and the fans started to like it and buy into it. But it’s really hard to post because of the timing of things sometimes. I posted the other day for the first time in ages and people loved it, so I’m going to try and get active again now.”
More than just a flash in the pan moment, this is a movement that is here to stay. As more and more players launch secondary accounts dedicated to their passions, they will continue to strengthen the relationship between themselves and their audiences.
So the question is, what is next, and how can brands tap into it?
As footballers continue to build loyal followings through their Finstas, only brands that are brave enough to ditch conventional, polished and premium campaigns on athlete channels will capitalise on this emerging market. Opting for organic and authentic content and verbiage, as opposed to corporate speak, could be the path to successful marketing campaigns.
Be it adidas through Leão and Ekitiké, Nike through Vinícius Júnior, or PUMA with Memphis Depay, a new path for athlete activation more authentic than ever is ready to be explored.
Crucially, this emerging pathway isn’t just limited to conventional sports brands either. With the breadth of passions shared by these footballers, ranging from music, fashion, art, and photography, it offers an opportunity to brands willing to transcend the boundaries of football and create intersectional campaigns that are rooted in genuine authenticity.
As the movement develops, which brand will be brave enough to take the first step?
adidas x Manchester United x Drama Call: A link-up rooted in authenticity
The prevalence of football x fashion collabs in today’s game is certainly cause for celebration, but what makes a good collaboration?
Our Brand Partnerships Manager, Océane Carey, and Brand Partnerships Executive Wisdom Melekwe, break down the latest forray into football x fashion.
The latest adidas x Manchester United x Drama Call collection epitomises all the core principles necessary for a successful collaboration, one which seamlessly intertwines football, fashion, and culture.
The collection reimagines Manchester United’s iconic 1991 UEFA Cup Winners Cup shirt, giving it Drama Call’s streetwear essence, while paying tribute to the original inspiration. The limited collection was made available to fans with a pop-up outside Old Trafford, fronted by Manchester-born rapper and United fan Aitch.
The result?
A release that feels authentic, local, and exciting because it taps into the city’s unique culture, making it a natural extension of Manchester United’s identity rather than just a commercial drop. The collection goes beyond nostalgia. It tells a story, aligns three brands with shared values, creates demand through exclusivity, and engages the community in a meaningful way.
Fundamentally, the collection is rooted in authenticity, and that is epitomised by the decision to partner with Drama Call – a brand rooted at the very heart of Manchester’s streetwear scene. Making this collection not just a commercial release, but instead it has become a key staple of both football and youth culture, giving supporters an alternative way to connect with their club.
The repositioning of football jerseys and the rise of bloke-core (a topic for another day) have meant jersey culture is now synonymous with fashion. Therefore, by blending a club’s heritage with modern fashion and music influences, football culture has become interwoven within a broader youth culture – meaning it is now trendy to wear retro jerseys on a regular day.
This innate authenticity ensures that, despite United’s form on the pitch, the collection still resonates and ultimately sells, because it speaks to pride, belonging, and cultural relevance rather than just results.
But for brands to truly position themselves within the cultural zeitgeist of today’s game, they must lean into the club’s heritage, work in partnership with local creatives who understand what it means to be from the local area, go beyond the conventional launches, and fundamentally make supporters feel included in the overarching story.
When a partnership feels rooted in culture and identity, it transcends the pitch, turning a product launch into a genuine cultural moment that supporters will be eager to champion.
Snapchat season: How footballers are rewriting the rules of sports media
In today’s digital-first era, footballers have become more than just athletes. While social media in sports is not new, the last few years have marked a turning point. Players are increasingly bypassing traditional media to control their narratives, offering fans unfiltered access to their lives both on and off the pitch. More than a quest for visibility, this shift is redefining the media landscape, with authenticity at the forefront of the new wave.
Since launching in 2011, Snapchat has soared to the top, becoming a staple of modern digital media. And in the 2024/2025 season, we saw ballers truly embrace the app. The innately transient nature of the app, combined with its interactive features, has made it a player favourite to offer fans a glimpse into their lives. The allure of Snapchat is its raw nature, thriving on spontaneity, giving players the opportunity to connect with their audiences authentically without overthinking their posts. It has become a bridge between fans and footballers.
The rise of the platform in the modern game is epitomised by the aptly named Snapchat derby, as Fulham and Nottingham Forest faced each other in the Premier League earlier this year. Ola Aina and Alex Iwobi are two prominent figures on the app, boasting 259,000 and 572,000 followers, respectively. As a result of their online presence, the game was given even greater significance on social media, with more than just the three points on the line for both teams. As Fulham emerged triumphant, in a 2-1 victory, the celebrations shared by Iwobi acknowledged the added significance of the win, with Issa Diop recorded chanting, “Team Snapchat!”
The acknowledgement of the online rivalry by both sets of players reiterates the rise of Snapchat, as they share genuine behind-the-scenes moments with fans, creating a connection that is difficult to emulate on traditional media outlets.
Beyond the two Nigerian internationals, there are numerous players who have welcomed the interactive features available. Erling Haaland’s stories epitomise the spontaneity of the app, as he varies between sharing his daily routines, his opinions on different matches and players, engaging in Q&A with fans, or even showing his gifting of a signed jersey to a fan from his hotel.
As fans increasingly crave access to their favourite players, Snapchat has become the go-to medium through which players can engage with their audiences in real time. Providing an insight into changing-room antics, matchday routines, travel, and everyday activities.
From fit-checks, dressing room celebrations, and pranks to regular lifestyle insights, the value of footballers communicating with their audiences has increased massively in an era of media dominated by clickbait and engagement. The sheer authenticity provided by ballers through apps like Snapchat is part of a much bigger movement within the game towards athlete self-expression.
Beats by Dre are making their way back to the forefront of football culture
Football and music have historically always been intertwined, from the infamous Roger Milla song by musician Pépé Kallé back in 1992 to Declan Rice celebrating a goal by doing the gun lean.
Beats by Dre have often been at the forefront of this fusion between football and music, with the brand synonymous with iconic stadium arrival pictures, as ballers rocked up with the signature Beats headphones cupped over their ears, or wrapped around their necks.
But after a relative lull in the football space, this year has marked a significant shift in approach by the brand, as they seek to re-establish themselves at the centre of football culture, writes Head of Partnerships Ian Stansfield.
While 2025 has been a significant year for the brand, it was in fact the 2014 World Cup in Brazil where their approach began to shift. With Sony positioned as the headline sponsor for FIFA, Beats decided to make a major play – gifting Neymar Jr a pair of Beats headphones, which he then wore on his arrival.
Given Sony’s sponsorship of the tournament, Beats headphones subsequently became banned. And so the brand decided that if they weren’t allowed in stadiums, then they would ingrain themselves into the cultural fabric of the game.
Fast forward to 2025, the brand has partnered with three major footballers as brand ambassadors – Lamine Yamal, Cole Palmer, and Kobbie Mainoo. More than just a conventional brand affiliation, the announcement of these partnerships typifies Beats’ resurgence. Shifting from traditional broad sponsorships to a more refined and curated approach, specifically tailored to each baller.
It’s no secret that all three players possess significant cultural cache, and any association is likely to be beneficial. But more significantly, Beats has not only targeted specific players rooted in youth culture, but they have also embraced the way each player expresses themselves, and this is evident in both the messaging and presentation of each announcement.
Lamine Yamal, who was just 16 at the time of the announcement, is positioned as a CEO, reflecting his status at the top of the game, and the campaign also features Spanish-Moroccan artist Morad. Similarly, Kobbie Mainoo is paired with Manchester-born rapper and die-hard Manchester United fan, Nemzzz, a niche reference that is specifically targeted towards a younger audience.
Not only are the campaigns culturally conscious, but they are all tailored to how each player expresses themselves. Yamal is a young boss, Mainoo is a grafter, and Palmer effortlessly glides. Despite being united by their commitment to expression and their passion for music, a key pillar of each campaign is their individuality, with each player's uniqueness shining through.
With all three players aged 23 and below, the glaring cultural consciousness and niche references spread across the campaigns make it evident that Beats by Dre are looking to position themselves as a key cultural figure amongst the next generation, by championing individual self-expression.
As the year progresses, it will be interesting to see who the next signing will be, as Beats by Dre looks to add to its increasingly stacked squad.
Women’s football continues to level up, with the introduction of signature boots
Nike shocked the football world by announcing Sam Kerr's first Player Edition model of the Mercurial football boot, making her the first female player in over twenty years to achieve this milestone.
The Sam Kerr Nike Mercurial Superfly features a light, neutral palette inspired by the sand of Australian beaches, which is bolstered by vibrant accents of teal, pink, and orange, an ode to Sam’s hometown, Perth. The boot is highly personalised, with key phrases, like Kerr’s ‘Consistent’ mantra, adorned across the upper in a unique tattoo style. There are also repeated references to pivotal seasons in her career, her 2009 debut with the Matildas, 2017 Golden Boot and landmark 2020 Chelsea FC campaign.
The new Mercurial also reflects Kerr and Nike’s joint commitment to empowering the next generation of female footballers. Not only is her signature emblazoned on the heel of every boot, ensuring every athlete has a signed pair, but the sock liner also includes messages of support for the next generation to embrace their true selves on and off the pitch, with “Be who I am” on one foot and “Be who you are” on the other.
Olivia McTigue, Women’s sport x culture creator:
“The rise of women’s football means everything to me because I’ve always believed the athletes deserved so much more than what they were getting. For years, you’d see players pouring everything into the sport - training before work, rushing off to second jobs, doing it all because of pure love for the game. Now, we’re finally seeing what happens when that love is matched with proper investment, professional standards, and a platform that matches their talent. It’s transforming not just the level of football, but the way players can express themselves - their personalities, their creativity, their voices. That’s what excites me most. These are athletes at the peak of their powers, and for once, the world is actually watching. I’ve loved this game my whole life, but watching this generation receive the recognition and resources they deserve feels like witnessing a new chapter being written right before our eyes.”
The reintroduction of signature boots in women’s football marks a significant win for women’s football culture, as it heightens the visibility and awareness of the players, writes James Lewis. You could even point to the growth in marketability of women’s football, as major brands are investing seriously in and introducing their players to new markets where they can flourish and express themselves through showcasing their personality, the way they dress, and their lives off the pitch. They understand the audience and the positive attention that women’s football garners, and want to play a central role in it.
It deserves everyone’s attention right now.
What has been the most iconic football and fashion collaboration in the game so far?
Let us know in the comments below.
Thank you for reading! If you enjoyed this week’s drop, share it with someone who’d enjoy it too.
See you again next week, Monday at 10am.
– Omarr Belhaj
A good read!