Why Aesthetic-Driven Merchandising Sells: What Cleats and TikTok Have in Common (B2B)

From Sideline Looks to Shelf Appeal

Back in my benchwarmer days, I wasn’t exactly breaking records—but I was setting the gold standard for sideline fashion. Because let’s be real: whether you're playing under stadium lights or just vibing through warmups, confidence starts with the right footwear.

Today’s Gen Z athletes aren’t just looking for performance—they’re looking for personality. Cleats have become an extension of self-expression, and we’re seeing players choose gear that reflects their mood, aesthetic, and TikTok-algorithm-curated identity.

The takeaway? If you’re going to make a statement, it might as well be with your feet—so let’s help them find cleats that scream them.

For retail buyers at Dick’s Sporting Goods and beyond, this presents an opportunity to meet Gen Z exactly where they are: at the intersection of performance and personal style.

If you’re a retail buyer looking to connect with Gen Z athletes, here’s a quick insight: they’re not just shopping for cleats — they’re shopping for identity.

We’re seeing a clear shift from performance-first to personality-first when it comes to gear selection. Gen Z athletes, particularly teen girls, are curating on-field looks to match off-field aesthetics — think: Barbiecore, Clean Girl, Y2K nostalgia, and even E-Girl energy.

In short: soccer cleats are no longer just equipment — they’re extensions of personal brands.

Why This Matters for Retailers Like Dick’s Sporting Goods:

1. Category Cross-Pollination: Customers raised on TikTok trends are used to shopping for fashion and lifestyle in the same swipe. Cleats styled by vibe — not just performance specs — blur the line between athletic gear and streetwear.

2. Higher Engagement via Visual Merchandising: When retailers organize cleats by aesthetic (colorways, cultural references, moodboards), they create immediate emotional relevance. This increases dwell time both online and in-store.

3. Social-First Buying Behavior: Gen Z is inspired by looks first, reviews second. They want to see themselves reflected in product storytelling — whether they’re serious players or sideline regulars.

Example Cleat Personas We’re Seeing Drive Buzz

These emerging aesthetic personas aren't just fun trends — they offer clear conversion paths when paired with the right product storytelling. Here’s a breakdown of four cleat styles that match Gen Z's most viral style identities:

✨ The Clean Girl Athlete

Aesthetic: Minimalist, polished, and slightly intimidating in that “I definitely wake up at 6 a.m. for hot girl walks” kind of way. Think Hailey Bieber leaving Pilates with a slick bun and a Stanley Cup in hand.

Product Match: PUMA Ultra 5 Pro FG/AG Soccer Cleats

Why it Works: Crisp white, ultra-clean design — these cleats stay fresher than your search history after stalking your ex’s new situationship. They embody sleek confidence, perfect for athletes who value a no-fuss, high-performance look.

💿 The Y2K Throwback

Aesthetic: Butterfly clips, low-rise cargos, and unapologetically loud accessories. Inspired by 2003 pop culture with a 2025 twist — it’s giving Bella Hadid meets Bratz doll on turf.

Product Match: Adidas Copa Icon FG Soccer Cleats

Why it Works: Flashy and futuristic, these cleats tap into Y2K nostalgia with just enough edge. They feel like they belong in a Limited Too catalog, which is exactly the point — bold, nostalgic, and attention-grabbing.

💖 The Barbiecore Midfielder

Aesthetic: Full glam, full energy. Think: left the Barbie movie and never looked back. Every piece of gear is an accessory. Soccer is the occasion, pink is the statement.

Product Match: Adidas Goletto VIII FG Soccer Cleats

Why it Works: Hot pink with unapologetic flair — these cleats scream, “I will absolutely body-check you while wearing glitter lip gloss.” They appeal to players who embrace feminine power and aren’t afraid to stand out.

🖤 The E-Girl Defender

Aesthetic: Heavy eyeliner, anime edits, oversized hoodies. Their playlist is part Blackpink, part Studio Ghibli soundtrack. This athlete brings IDGAF energy to every practice.

Product Match: Nike Phantom GX 2 Club MG Soccer Cleats

Why it Works: All black with a sharp, edgy design — these cleats are sleek, intimidating, and perfect for players who see the field as an arena for self-expression. The aesthetic says: "I’m not here to make friends."

Retail Insight

Positioning cleats through these cultural identities unlocks powerful merchandising moments — from aesthetic-based in-store displays to digital campaigns with high conversion potential. These aren't just cleats — they’re personality pieces with built-in performance.

The Opportunity

Retailers like Dick’s Sporting Goods can capture this demand by:

• Launching curated landing pages (e.g., “Find Your Cleat Vibe”)

• Styling in-store endcaps by aesthetic, not just sport

• Leveraging creator partnerships to bring these personas to life via TikTok and Instagram

By speaking Gen Z’s language — identity, aesthetic, culture — cleats can go from just another gear purchase to a style statement worth sharing, wearing, and remembering.