{"id":58655,"date":"2026-07-21T16:48:08","date_gmt":"2026-07-21T16:48:08","guid":{"rendered":"https:\/\/www.europesays.com\/germany\/58655\/"},"modified":"2026-07-21T16:48:08","modified_gmt":"2026-07-21T16:48:08","slug":"adidas-eyes-bigger-u-s-push-following-world-cup-success","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/germany\/58655\/","title":{"rendered":"Adidas eyes bigger U.S. push following World Cup success"},"content":{"rendered":"

Adidas is \u201cready to make a bigger play for the U.S. market\u201d after its major World Cup moment<\/a>, according to Vicki Young of WOMEN\u2019S WEAR DAILY. The summer tournament \u201cprovided another reason for the German brand to be optimistic about its prospects at a time when Nike continues to be in transition.\u201d Although the \u201cSwoosh\u2019s blockbuster World Cup campaign generated huge attention and media impact,\u201d early indications<\/a> are that Adidas \u201cemerged as the winner on the sales front.\u201d More details should emerge next Thursday, when Adidas reports second-quarter earnings on July 30. Adidas CEO Bj\u00f8rn Gulden said that the brand expects \u201cevent-related sales\u201d of around $1.7B. Young wrote it is \u201ca big win for Adidas and a move in the right direction,\u201d given all that it \u201cstill has to do in North America to catch up with its biggest competitor, the behemoth known as Nike.\u201d M Science research analyst Drake MacFarlane said that beyond the World Cup, there is \u201cmore reason for optimism\u201d for Adidas. In the shoe segment, running also \u201ccontinues to fuel excitement\u201d for the brand, which \u201cwas front and center\u201d when its new super shoe \u201cswept the London Marathon\u201d<\/a> this spring (WOMEN\u2019S WEAR DAILY, 7\/20<\/a>).<\/p>\n

3 STRIPES TAKEOVER: DIGIDAY\u2019s Sam Bradley writes Adidas and Nike<\/a> began the World Cup sponsoring 26 of its participating teams, but following the exits of Nike-backed England and France, Adidas was \u201cgifted an invaluable opportunity in the form of an all-stripes final.\u201d The brand \u201cmarked the occasion with a film dubbed \u2018La Final\u2019 highlighting its sponsored stars [Spain F] Lamine Yamal and [Argentina F] Lionel Messi.\u201d How the intangible benefits of that exposure \u201cleads to sales remains to be seen.\u201d With Nike\u2019s most recent quarterly earnings<\/a> published at the end of June, and Adidas\u2019 next tranche not due until the end of this month, we are \u201cleft relying on early clues regarding the World Cup\u2019s commercial impact.\u201d Nike CEO Elliott Hill told analysts that the company had \u201calready sold 2.5 times as many soccer kits\u201d by the tournament\u2019s midpoint than it had throughout the entirety of the 2022 event, but Adidas is \u201cexpected to edge its American rival.\u201d Furthermore, early ad-spend and social-listening estimates \u201csuggest that, despite being outspent\u201d by Nike, Adidas \u201cfollowed a different media strategy and enjoyed a stronger mid-tournament return on social\u201d (DIGIDAY, 7\/21<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"Adidas is \u201cready to make a bigger play for the U.S. market\u201d after its major World Cup moment,…\n","protected":false},"author":2,"featured_media":43303,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21254],"tags":[21290,918,32090,284],"class_list":["post-58655","post","type-post","status-publish","format-standard","has-post-thumbnail","category-adidas","tag-adidas","tag-culture","tag-equipment","tag-world-cup"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/58655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=58655"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/58655\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/43303"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=58655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=58655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=58655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}