Get ready for fierce competition in the FIFA World Cup — and not just on the pitch.
With the biggest field of competitors in its history — and the world’s largest sports market as one of its three host countries — the 2026 event is a marketer’s dream.
The spectacle arrives in the United States for the first time in 32 years, just as soccer has overtaken baseball as the nation’s third most-popular sport, according to Ampere Analysis.
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Further boosting the arrival of the tournament is the yearslong rise of futbol’s influence on fashion, a trend often referred to as “terrace core” and dominated by jerseys and low-profile sneakers like the Adidas Samba.
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Still, insiders are mixed on the overall financial opportunity.
Some predictions suggest the sporting event, which will be held in key cities across the U.S., Mexico and Canada, could add over $40 billion to the global gross domestic product. But sky-high travel costs, persistent inflation and political tensions are giving some fans and businesses pause.
When it comes to sales, shirts will be the biggest source of business, according to Champs Sports, with 48 nations set to wear new home and away kits. Adidas has an edge as the sponsor of 14 of the countries (as well as the World Cup itself), followed by Nike at 12 teams and Puma at 11.
But product is only part of the equation for brands and retailers, who are going all-in with experiential events and activations to hook consumers. The reason: They anticipate that the sport — and the product derived from it — will continue to grow even after the trophy is presented.
As Nike president and chief executive officer Elliott Hill said on the company’s recent earnings call, “We’re utilizing the World Cup as an opportunity to catalyze the football marketplace for quarters to come.”
Key retailers are taking a similar stance. While sister banner Foot Locker is sticking to its roots in basketball, Champs Sports is positioning itself as a destination for soccer fans of all types this summer.
“We believe in meeting fans where they are,” said Tony Aversa, Foot Locker Inc.’s senior vice president and general manager. “You don’t have to be the hyper-soccer fan that wants an authentic jersey or cleat to go play on the pitch. We’re here to serve all your needs around fandom and sportstyle.”
Beyond merchandise, Champs also is offering customers a place to watch matches or otherwise engage with fellow fans. Its biggest activation is the “Fan Central Station” pop-up in New York, open now until the day after the World Cup ends in July. Local Champs stores will feature their own activations, especially locations in host cities, and customer giveaways will run through the company’s FLX reward program.
Below, how four brands are pulling out all the stops for World Cup 2026.
Nike
The Swoosh launched a 12-week campaign in late-May as a “universe” featuring past and present footballers, giants of other sports, musicians and designers — ranging from Cristiano Ronaldo and LeBron James to Kim Kardashian and Serena Williams.
An X2 collection featuring collaborations with seven brands from as many countries — including, Palace, Patta and Virgil Abloh Archives — will include an entry from each for the Cryoshot sneaker series. The assortment of sneakers puts a transparent TPU shield on the studs of historic football boots, allowing them to be worn on the streets while retaining their original appearances.
And plans were announced for Nike to return to its famous 21 Mercer location in New York, which closed in 2023. The address is a fortuitous fit for a “House of Merc” pop-up devoted to the Mercurial boot franchise.
Adidas
After the release of its buzzed-about “Backyard Legends” campaign, Adidas is hosting special experiences in five U.S. and Canadian cities.
The series starts with a watch party for the opening match between Mexico and South Africa, followed by a free concert by Peso Pluma. Adidas’ most enduring presences will be in Toronto and New York City, with hubs open for more than a month beginning June 11 and June 13, respectively.
Go-to collaborator Ronnie Fieg also unveiled a three-way collaboration between Kith, Adidas Football and soccer icon Lionel Messi.
Other partners, including A Ma Maniére and Sneaker Politics in Houston, will host special events and activations with the brand.
New Balance
New Balance doesn’t sponsor any World Cup teams, but 10 of its athlete partners are expected to participate. And the brand will host its own rolling pop-up in Boston, Los Angeles, Miami and New York, with planned entertainment such as live recording sessions for the “Men in Blazers” podcast, one of the leading voices in the sport for North America
On-and off-pitch footwear will be highlighted, but the former will take the spotlight with a boot atelier and the latter through a Stone Island collaboration on the 1890 sneaker.
One thing the Boston-based brand won’t be doing, though, is “ambush marketing,” which it’s seen from the other side when competitors plaster ads across the London and New York City marathon routes, both of which New Balance sponsors.
“We’re not a company that is just trying to have logo recognition,” said Jeff McAdams, New Balance’s senior vice president of global marketing. “We already have a connection to the sport. We’d much rather do what we’ve done than blanket a city and try to appear as if we’re part of the event.”””
Puma
The brand recently revealed a Salehe Bembury-designed capsule of goalkeeper kits and travel apparel for its 11 national teams. The project marks the most tangible expression of fashion on the pitch since KidSuper designed kits for Adidas club teams at last year’s Club World Cup.
On Memorial Day, KidSuper was brought back into the fold for a sendoff event for Christian Pulisic at its Brooklyn, N.Y., store. A collaborative boot was unveiled for the American star. Events in Boston and Rhode Island will focus on the Ghana and Portugal national teams, respectively, with more specific details to be announced along with additional events.
“We’re very close to the partners we have, and therefore we want to be very authentic to the countries,” said Dominique Gathier, vice president of Puma’s Teamsport unit. “We’re really going to be embracing the culture of the countries and the love of the game, so that’s the 360[-degree] approach.”