Nike, Adidas or Puma? World Cup jerseys are the best business

The FIFA World Cup is not just a stage for athletic prowess but also a lucrative battleground for sportswear manufacturers, with Adidas, Nike, and Puma leading the charge. As the tournament progresses toward its final, the value of the jerseys worn by the winning team's players skyrockets for collectors and fans alike. Classic fan jerseys from these major brands typically retail for around 100 Euros, though options like Kelme's Jordan jersey offer a more budget-friendly choice at 32 Euros.

This year, 48 teams are participating, with Adidas outfitting 14 nations, Nike 12, and Puma 11. However, a major shift is on the horizon: Adidas, a brand synonymous with German football since World War II, will lose its contract with the German national team to Nike in 2027. Nike reportedly offered double Adidas's bid, a move that comes despite Adidas selling a record three million German team jerseys in Germany alone for the current World Cup.

Adidas CEO Björn Gulden attempts to downplay the loss, emphasizing the importance of having strong logos, designs, and innovative ideas in their portfolio over simply equipping the world champion. Yet, the financial implications are substantial, especially considering the global sale of 23 million World Cup jerseys this year, a significant increase from 14.3 million in 2022. The appeal of jerseys extends beyond the pitch, with brands like Nike successfully tapping into streetwear culture, exemplified by Paris Saint-Germain's global retail success.