Adidas Outpaces Rivals in 2026 World Cup Jersey Sales Race
In sportswear competition at 2026 World Cup, Adidas outpaces rivals, including Nike.
According to data research firm M Science, Adidas apparel sales in May 2026 rose 70% year-on-year. Sportswear brand maintained position in June.
Expert Drake MacFarlane said main driver for Adidas came from surging jersey demand ahead of World Cup.
At tournament, Adidas is official sponsor and match ball supplier. German giant also sponsors 14 of 48 teams participating in World Cup in North America. Consequently, foot traffic to US Adidas stores in first week of tournament rose 47% compared to 2026 average.
Meanwhile, according to data from foot traffic tracking platform Placer.ai, traffic to Nike outlet stores in US rose only 11%. Compared to last year, traffic to Adidas stores rose 16%, while Nike declined.
Argentina jersey with Messi name by Adidas - sponsor of 14 of 48 teams at 2026 World Cup at store in Tustin, California, US. Photo: Reuters
Although Nike data only reflects outlet stores, Elizabeth Lafontaine, research director at Placer.ai, noted Adidas remains preferred brand for consumers. According to Lafontaine, Adidas effectively leveraged World Cup appeal to attract customers.
In retail, JD Sports said Mexico jersey made by Adidas was best-selling item in week ending June 15. US jersey supplied by Nike ranked second in sales.
Nike sponsors 12 teams at 2026 World Cup. US manufacturer expects tournament to boost sales and increase brand awareness. Nike strives to regain growth momentum after years of losing market share, especially in athletic footwear—sector that saw 3 percentage point drop to 22.9% in 2025.
According to LSEG report released this week, rare bright spot for Nike is 28% of World Cup merchandise sold out in first two weeks of tournament. Figure far exceeds Adidas's 7%.
Still, Le Parisien noted competition between two sportswear giants lies ahead. With World Cup hosted on large scale across 3 North American countries for first time, Adidas and Nike are projected to continue fierce race for market share and influence throughout tournament.