Is World Cup reversing the gender coding of colour pink? When footballers took to the pitch in bright pink boots, the internet erupted. For many, it felt like a breach of gender boundaries. But the story of pink is far more complex Gender Just now

The men’s World Cup extravaganza beginning with teams wearing pink boots rather than the traditional dark colours brought to the fore the question of gender and colour.

The world’s major sportswear companies - Nike, Adidas, Puma, Skechers and New Balance – reported that they “independently” selected pink “as the flagship colour for their World Cup boot collections”.

On a to a maternity hospital, you can accurately guess the baby’s sex from the colour of accoutrements around the bed - pink for girls and blue for boys.