Аннотация: Generation Z is the generation of people born between 1997 and 2012, according to Brookings Institution research. They were the first children whose growing up took place in close connection with the era of the Internet. High speed of information perception, difficulties with keeping attention, prevalence of virtual communication, high social responsibility – these are the characteristic features of representatives of generation Z, who dictate their «rules of the game» to the sports media. For this generation, undoubtedly important living conditions are physical and psychological comfort, personal freedom, as well as the ability to «see the world» from different angles, which affects the communication characteristics of sports organizations with the zetas. In the zoom lens of the study – the relationship of generation Z with sports and sports media, as well as the reflection of this process on the catwalks of the newest fashion.