Adidas is the official World Cup sponsor for 14 teams and supplies the tournament's match ball, giving it a strong presence during the event [1, 2, 3]. Nike is outfitting 12 national teams and sells World Cup merchandise in over 5,000 Nike and wholesale stores worldwide [1, 2, 3].
Spending on Adidas apparel surged 70% in May 2026 compared to the previous year and remained strong into June, driven mainly by jersey sales. Nike's apparel business grew too, but at a slower pace than Adidas, according to M Science analyst Drake MacFarlane. He said, "Adidas is benefiting to a greater degree thus far, with substantial growth in jersey sales ahead of the World Cup. Nike's apparel business is growing but outpaced by Adidas, which has the right set of product for the consumer" [1, 2, 3].
In the first week of the World Cup, visits to Adidas' US stores increased 47% compared to 2026 averages, while Nike's US factory stores saw just an 11% rise. Outlet data showed a decline in Nike visits compared to last year, highlighting Adidas' stronger physical retail presence. Elizabeth Lafontaine, director of research at Placer.ai, noted, "Adidas has been top of mind for shoppers and may have done a good job in its store activation around the event" [1, 2, 3].
British retailer JD Sports reported that Mexico jerseys, made by Adidas, were the best-selling team kit for the week starting June 15. Nike's US team jerseys ranked second [1, 2, 3]. Despite Adidas' stronger sales and store traffic, Nike saw 28% of its World Cup merchandise sold out in the US during the first two weeks—compared to just 7% for Adidas—indicating robust demand for Nike World Cup products [1, 2, 3].
Nike's World Cup advertising campaign also drew more online attention. Their "Rip the Script" ad has accumulated 76 million YouTube views by June 24, while Adidas' "Backyard Legends" ad reached about 7 million views. Camilo Andrade, Nike's global football VP, said, "For this campaign, success is not just how many people watch the video but how we open the world for fans, players and creators to interpret, recreate and extend." Meanwhile, Adidas reportedly spent £50 million on its World Cup advertising campaign. Adidas VP Florian Alt stated, "Our 'Backyard Legends' ad presents scenes every footballer knows — community pitches, unbeatable mates, and stories that become legends" [4].
Adidas has invested in a stronger physical presence in New York City during the World Cup, offering themed flagship stores and pop-up events. Nike, in contrast, has focused more on NBA championship and New York Knicks promotions [4].
