With the quarter-final lineup confirmed at the 2026 FIFA World Cup, the tournament’s commercial landscape has become clearer. Nike and Adidas each have three national teams remaining in the competition, while Puma is represented by two, highlighting the dominance of the world’s three biggest football apparel brands.
Nike’s quarter-final representatives are France, Norway, and England, while Adidas outfits Spain, Belgium, and Argentina. Puma completes the final eight with Morocco and Switzerland.
The figures show that 75% of the quarter-finalists wear either Nike or Adidas kits, giving the two brands overwhelming visibility during the tournament’s most-watched knockout stages.
Both companies have also mathematically secured at least one semi-finalist. Nike is guaranteed a place in the last four because Norway and England face each other in the quarter-finals, while Adidas benefits from the Spain vs. Belgium matchup, ensuring another semi-final berth.
Although Puma entered the tournament with a smaller portfolio of national team partnerships, the progression of Morocco and Switzerland has given the German brand a 25% share of the quarter-final field, reinforcing its commercial presence despite competing against two significantly larger rivals.