World Cup Jerseys Fetch Up to 150 Euros: How Lucrative is the Business for Adidas and Puma?

Sportswear giants Adidas and Nike are leveraging the global excitement for the World Cup, launching an extensive range of jerseys designed to appeal to passionate fans. Adidas, in particular, has produced its largest-ever offering for a World Cup, including retro designs from 1994 and new "Bring Back" collection pieces.

The demand for football jerseys has expanded beyond stadium wear, with these items now appearing in everyday fashion, even inspiring trends like "Blokecore." This growing interest, coupled with popular events like "Public Viewing," fuels the manufacturers' strategy of releasing numerous variants to identify dedicated fans.

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With the growing interest in football, demand is also growing. While these were once worn almost exclusively by fans in the stadium, they now appear in everyday life and have even found favor in the fashion world under terms like Blokecore.

While sales strategies focus on new designs and fan identification, a crucial element remains beyond their control: the success of the teams on the field. Historically, team performance has significantly impacted jersey sales, as seen with the German team's early exit in 1994.

Adidas leads as the primary outfitter for the upcoming tournament, equipping 14 national teams, including favorites Spain and Argentina. Nike follows with 11 teams, featuring contenders like France, Brazil, and England. The competition for top teams is fierce, with a major shift occurring in 2027 when Nike will replace Adidas as the German national team's kit supplier after a 77-year partnership.

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One central factor, however, can hardly be calculated: the success of a team.