Demand for these brands in host countries, i.e., Mexico, Canada and the United States, is soaring as consumers refresh their wardrobe with their favourite team jerseys. Fibre*Fashion reported in April that jersey imports to these countries soared in ****, according to TexPro, as the companies prepared for the World Cup amid a tense geopolitical landscape with war and tariffs impacting supply and logistics.
According to Similarweb, World Cup demand is lifting the sportswear category, but the brands benefiting most vary significantly by market. In the UK, Adidas emerged as the clear winner, gaining *.* percentage points of unit share while Nike lost ground. In the US, the opposite occurred, with Nike increasing its share as Adidas declined.
This is based on the change in share of units sold by sportswear brands in the US and UK, desktop and mobile web, May **** vs May ****. Similarweb’s report noted that the divergence highlights how local brand affinity continues to shape consumer behaviour during global sporting events.
