Adidas Takes Early Lead Over Nike in 2026 FIFA World Cup Retail Race
Adidas has taken an early lead over Nike in the commercial race around the 2026 FIFA World Cup, driven by stronger merchandise demand and higher retail traffic.
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Adidas has gained an early edge over Nike in the commercial fight tied to the 2026 FIFA World Cup, as stronger consumer demand for football merchandise and higher retail activity boosted its performance, a Reuters report said.
Both global sportswear brands have poured millions into the tournament, seeing it as a major opportunity to generate sales and brand visibility. Adidas, an official FIFA World Cup partner, sponsors 14 national teams and produces the tournament’s official match ball, while Nike outfits 12 teams and has ramped up its World Cup merchandise in more than 5,000 retail and wholesale outlets around the globe.
Early market data suggests Adidas has done a better job of turning tournament buzz into sales. Spending on Adidas apparel rose 70% year-on-year in May and was strong through June, largely because of demand for national team jerseys, research firm M Science said.
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Retail Momentum:
Drake MacFarlane, Research Analyst at M Science, said Adidas was benefiting "to a greater degree thus far," citing strong product-market alignment and rising consumer demand.
Retail traffic data was also a help for Adidas. Placer.ai noted visits to Adidas stores in the U.S. jumped 47% during the first week of the World Cup compared with the 2026 average. Nike’s U.S. factory outlets increased 11% over the same period.
Adidas meanwhile saw a 16% year-on-year rise in store visits, while Nike’s outlet traffic dropped, suggesting in-store engagement is less robust.
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The retail sales figures were similar. The Mexico national team jersey from Adidas was the top-selling World Cup shirt at UK retailer JD Sports during the week beginning June 15, followed by the United States jersey from Nike, the company said.
Despite Adidas' stronger retail momentum, Nike continued to perform well in several categories. According to data from the London Stock Exchange Group, 28% of Nike's World Cup merchandise in the United States sold out within the first two weeks of the tournament, compared with 7% for Adidas.
Nike also retained a slight advantage on the field, with its football boots worn by 232 of the tournament's 528 starting players, compared with 218 wearing Adidas boots.
