How the 2026 World Cup Is Helping Adidas Reach U.S. Buyers

Adidas has gained huge visibility during the 2026 FIFA World Cup while many players and staff wear its kits. The company is the official FIFA partner and has partnered with numerous national federations; it also supplies all Major League Soccer teams. In the first quarter the company took about €250 million in bookings for World Cup products and this level of demand is expected to continue in the following quarter. Bloomberg Intelligence has estimated that the tournament could generate roughly €1.2 billion in sales for Adidas, which has strengthened investor confidence.

Demand has been particularly strong for the jerseys of teams such as Mexico, Germany and Argentina, and some items have sold quickly online and in stores. Adidas has been using local events and fashion collaborations to build interest in the United States, and wholesale and retail channels have been stocked to meet demand. Therefore, while the market is still volatile, the World Cup period has been a clear growth opportunity for the brand. Retailers have reported higher foot traffic, and Adidas has maintained full-price selling in several markets globally.