Adidas expects to witness record sales across all product lines during the FIFA World Cup. According to Sam Handy, the company’s football executive, he anticipates that this event will be the largest World Cup ever, particularly regarding jersey, ball, and shoe sales. Adidas projects that the tournament will deliver a direct impact exceeding €1 billion, and the company’s football sector is forecast to experience significant growth this year.
For the World Cup held in North America, Adidas is supplying official jerseys to 14 teams, manufacturing the tournament ball, and equipping many players with their footwear. Handy reinforced the company’s commitment, stating, “The heart and soul of Adidas is to be the best brand in football”.
Despite facing various challenges-including discussions surrounding US President Donald Trump, entry restrictions, high ticket prices, and the sheer scale of the 48-team competition-Adidas remains highly positive about the event. “It is incredibly exciting to bring the World Cup back to North America” Handy remarked. He noted that football in the United States is often underestimated, even though many children begin playing the sport. While the tournament might not start with maximum intensity, he believes that “people can see more football” cementing its status as the biggest commercial World Cup in history.
The event is also expected to provide a much-needed boost to the sports retail industry, which has been struggling with a slump in consumer spending. Alexander von Preen, CEO of Intersport Deutschland, expressed high expectations for the tournament, hoping for another major sporting spectacle. He highlighted the popularity of the German national team’s new blue away jersey, which has evolved into a true fashion accessory. During Euro 2024, Intersport retailers sold approximately 500,000 jerseys, and Von Preen stated, “If Germany performs strongly, we can surpass that number”.
