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As World Cup Breaks Records, Adidas, Nike Navigate Bumps in Retail Demand

Adidas and Nike and retailers like Dick’s Sporting Goods and Fanatics have made significant investments in merchandise. Total sponsorship value grew to at least $349 million, from $342 million in 2019, according to GlobalData, with many brands aligning themselves with themes of women’s empowerment.
Nike women's football World Cup.
Adidas and Nike and retailers like Dick’s Sporting Goods and Fanatics have made significant investments in merchandise in the women's World Cup 2023. (Getty Images)
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The unpredictability of the Women’s World Cup, with the US knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers’ quick shifts in preferences and demand.

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