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

Adidas is at the center of the 2026 FIFA World Cup. The company supplies shirts, balls, and kits to many teams and events at the tournament.

Bjørn Gulden is the chief executive of Adidas. He hopes the World Cup will help the company sell more in the United States because many fans buy jerseys and shoes. Stores and online shops have shown stronger interest in football products during the event. Adidas sponsors national teams like Germany and Mexico, and fans often wear team shirts in cities and at watch parties. This attention can make sales rise in stores. Many people buy official jerseys as souvenirs.