Adidas has recorded a 70% increase in apparel sales since the start of the 2026 FIFA World Cup, with the tournament also driving higher customer traffic across its retail stores in the United States.
The commercial boost has been fueled by the strong performances of national teams wearing Adidas kits, particularly Spain and Argentina, as both nations continue deep runs in the tournament.
Spain has reached its first World Cup final since winning the title in 2010, sparking a sharp rise in demand for its official jersey. The popularity of stars such as Lamine Yamal, Nico Williams, and Pedri has further accelerated sales through Adidas’ global retail network.
Argentina has also played a key role in the company’s commercial momentum. The reigning world champions continue to benefit from the legacy of their Qatar 2022 triumph, while Lionel Messi’s global appeal remains a major driver of merchandise demand.
Adidas expects Spain’s jersey sales to continue climbing ahead of the World Cup final, while demand is also expected to increase for the tournament’s other finalist once the second semifinal concludes.
The figures underline how success on the pitch continues to translate directly into commercial performance, reinforcing the World Cup’s value as one of the most powerful retail and merchandising platforms in global sport.