Adidas CEO Bjørn Gulden has admitted the widespread use of fluorescent pink football boots at the 2026 FIFA World Cup was an unintended mistake, saying he hopes a similar situation “will not happen again.”
Speaking after Adidas announced its second-quarter 2026 financial results, Gulden addressed the tournament’s unexpected visual uniformity, where players wearing boots from Adidas, Nike, Puma, New Balance and Skechers all appeared in nearly identical shades of electric pink.
“Pink is a good colour, but…”
Responding to a question from Agence France-Presse, Gulden insisted there had been no coordination between rival manufacturers.
“I think it’s a coincidence, and I hope it will not happen again. Pink is a good colour, no doubt. But that we all ended up with the same is strange.”
According to industry analysis, the similarity likely stemmed from brands relying on the same fashion forecasting agencies and colour trend reports developed 18 to 24 months before the World Cup, rather than any deliberate collaboration.
Gulden also suggested retailers failed to flag the overcrowded colour trend before the products reached the market.
“Shame on us, I think no one liked it.”
Strong financial results overshadowed
The comments came during an otherwise positive earnings presentation.
Adidas raised its full-year 2026 revenue growth forecast to 9-10%, up from its previous high-single-digit guidance, while maintaining its operating profit target of €2.3 billion.
Despite the improved outlook, Adidas shares fell nearly 18% following the earnings announcement.
Gulden admitted he was surprised by the market reaction.
“I see the stock price, and I don’t know where the misunderstanding lies. We are surprised.”
More variety coming
The episode has highlighted a growing challenge for global sportswear brands: when companies rely on similar consumer trend forecasts, product differentiation can disappear despite independent design processes.
Gulden said Adidas has already begun addressing the issue and promised greater colour variety in upcoming football boot collections as the new club season begins in August.
Neither Nike, Puma, New Balance nor Skechers has publicly commented on why their World Cup boot collections featured almost identical pink colourways.