The U.S. Men’s National Team’s impressive run at the 2026 FIFA World Cup is creating an unusual commercial scenario: both Nike and Adidas are benefiting from soaring demand for red, white and blue apparel.
Nike has served as U.S. Soccer’s official outfitter since 1995, while Adidas has been FIFA’s global partner since 1970. As the USMNT advances to the Round of 16, interest in team-related merchandise has surged, allowing both sportswear giants to capitalize through distinct product strategies.
Nike is focusing on its performance category, including official match jerseys and football boots designed for on-field use. Ahead of the tournament, the company revealed that sales of national team jerseys were 2.5 times higher than those recorded before the 2022 World Cup in Qatar.
Football products also emerged as a bright spot in Nike’s latest earnings report. Performance sports sales, which include football, running and training equipment, increased by approximately 5% in the three months ending in May compared to the same period in 2025.
“Nike is using football’s biggest global stage not just to show up, but to sharpen our competitive position,” the company stated.
Demand has been particularly strong, with most adult sizes of the USMNT’s home and away jerseys — both authentic and replica versions — selling out on Nike’s online store. The company said inventory would continue to be replenished throughout the tournament.
The World Cup momentum comes at an important time for Nike, which has recently struggled in its lifestyle segment. Chief Financial Officer Matthew Friend disclosed that the company removed approximately $2 billion worth of casual sneakers from the market amid weakening demand.
Adidas, meanwhile, is capitalizing on nostalgia and lifestyle appeal.
The German sportswear giant launched a collection inspired by the iconic 1994 U.S. World Cup denim-themed jerseys, paying tribute to one of the most recognizable kits in American football history. Adidas was the U.S. national team’s supplier during the 1994 tournament and retains the rights to that distinctive design.
According to Adidas, demand for the retro-inspired shirts accelerated following the USMNT’s group-stage victory over Australia on June 19, with several sizes selling out even before the knockout phase began. The company plans additional restocks to meet demand during the latter stages of the tournament.
Adidas CEO Bjørn Gulden previously projected that the company would generate around €500 million ($571 million) in World Cup-related product sales during the first half of 2026, excluding lifestyle football merchandise.
As the U.S. national team’s home World Cup campaign continues, the tournament is proving to be a commercial success story not only for the federation and FIFA, but also for two of the industry’s fiercest rivals.