Nike Tops Adidas in World Cup Merchandise Sales by $40M
NKE•NKE•NKE•NKE•Preorders for the 2026 World Cup have propelled Nike’s merchandise sales up 15% year-over-year to $150 million, outstripping Adidas’s $110 million tally which reflects an 8% decline. Nike shares, which dipped 0.37% on the news, contrasted with a 4.66% slide in Adidas stock.
Nike recorded $150 million in World Cup merchandise preorders, a 15% increase from the previous cycle, while Adidas trailed with $110 million, an 8% drop year-over-year.
Nike shares fell 0.37% on the day, reflecting profit-taking despite strong sales, whereas Adidas stock slid 4.66%, as investors reacted to its weaker preorder performance.
Nike’s surge was driven by high demand for the U.S. and England team jerseys, along with promotional tie-ins in North America that boosted early consumer engagement.
The results underscore Nike’s strengthened position in global football merchandise, potentially shifting market share ahead of the tournament’s kickoff and influencing seasonal revenue forecasts.
