How World Cup football jerseys became political fashion in Latin America

But there has been pushback against the politicisation of Latin America's football jerseys.

In Colombia, opposition figures began wearing their country's yellow jersey too, arguing they would not allow one political movement to claim ownership over it.

"What we saw was a vulgar appropriation of the Colombia national team shirt by far-right political sectors," Colombian politician Daniel Monroy told Al Jazeera.

He and other politicians from the left-wing Historic Pact coalition started wearing the shirt in public, to make a statement about the national symbol.

"The three colours of our flag belong to us — and the shirt, the national team, belongs to all of us, not to any one group," he said.

"We won’t let it be instrumentalised for politics. The shirt is about memory, awareness and the affirmation that our country is free, sovereign and independent."

Colombian politician Daniel Monroy objects to the 'politicisation' of his country's national football jersey [Catherine Ellis/Al Jazeera]

Some supporters even printed images of Cepeda, the Historic Pact's candidate, and political slogans on their jerseys.

A similar backlash played out in Brazil during the 2022 World Cup in Qatar, which took place days after the country's last presidential race.

Bolsonaro had lost his bid for re-election but had refused to publicly concede. Wearing the yellow jersey became a source of tension.

"We saw sales of the alternative shirt, the blue shirt, rise because people questioned whether or not they should wear the yellow shirt for fear of representing the right-wing militaristic movements and Bolsonaro himself," Clift said.

With Brazil's current presidential race heating up, the national team's jersey is back under the microscope.

When Brazilian goalkeeper Alisson Becker wore a pinkish kit during a World Cup group-stage match against Haiti, some on social media interpreted it as a reference to the political left, often represented by the colour red.

Paulo Duarte showcases his collection of football jerseys [Courtesy of Paulo Duarte]

Still, left-wing voters are not ready to surrender the yellow jersey. Gardennya Linard, a teacher and loyal supporter of the Brazilian national team, believes Bolsonaro's claim on the jersey has grown weaker.

"For a few years, the Brazilian national team jersey became politicised, making us feel ashamed to wear it,” said Linard.

"The Brazilian left has gradually reclaimed the yellow jersey — whether by adding red symbols or wearing it in its original form — to show that Brazil belongs to Brazilians, not to the Bolsonarista right."

Others have tired of the fight over the football kit. Despite expectations for a tense election in October, Duarte — the football shirt salesman — said he won’t let the political machinations interfere with what he loves most.

"I'm frustrated with politics, but it's not going to influence my passion for football. This is something that I'm 100 percent sure of," Duarte said.