Adidas edging Nike in World Cup sales boost, data show

As the World Cup intensifies, sportswear giant Adidas is outperforming rival Nike in sales boosts, early data indicates. The German brand, an official World Cup sponsor, is benefiting from its association with the tournament, sponsoring 14 teams and providing the official match ball. Adidas apparel sales saw a significant surge of 70% in May compared to the previous year, maintaining strength into June, largely due to robust jersey sales ahead of the event.

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Adidas is benefiting 'to a greater degree thus far.'

While Nike is also equipping 12 national teams and refreshing merchandise globally, its growth is being outpaced by Adidas. Analysts attribute Adidas' success to having "the right set of product for the consumer." Data from Placer.ai reveals a substantial increase in visits to Adidas' U.S. stores, up 47% during the World Cup's first week compared to 2026 averages. In contrast, Nike's U.S. factory stores saw only an 11% jump, and even represented a drop compared to the same week last year.

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substantial growth in jersey sales ahead of the World Cup.

Despite Adidas' strong retail performance, Nike shows a bright spot in sell-through rates. According to LSEG, 28% of Nike's World Cup merchandise in the U.S. sold out within the tournament's first two weeks, significantly higher than Adidas' 7%. In terms of footwear, Nike boots were worn by 232 World Cup starters, closely followed by Adidas with 218. Analysts note that Nike remains competitive in visibility despite Adidas' close ties with FIFA, which could bolster its brand strength as it navigates a cooling demand for its classic lines.

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has the right set of product for the consumer.