Observed Signal · Jun 26, 2026 · Sales Forecast · Source: Horizont · Impact: 1/5 · Sentiment: Neutral
Adidas CEO Expects Record Germany Jersey Sales
Adidas CEO Björn Gulden told reporters in New York that demand for the German national team’s World Cup jerseys remains very strong and that Adidas expects record sales. Gulden estimated that more than three million Germany jerseys will be sold in total. The article, published by HORIZONT Online / dpa on 2026-06-26, frames the jerseys as a continued commercial success for the brand during the World Cup period.
Brand-level sales update about Adidas jersey demand; relevant to marketing and retail performance but has limited direct implications for AdTech/MarTech infrastructure or industry-wide policy.
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Key Takeaways & Evidence Grounding
- Björn Gulden is the CEO of Adidas and spoke at a media round in New York.
- Gulden estimated that more than three million Germany (World Cup) jerseys will be sold in total.
- The article was published by HORIZONT Online / dpa on 2026-06-26.
Connected Companies & Entities
2 Entities mapped“Adidas is mentioned as the company whose CEO Björn Gulden said at a media round in New York that demand for the Germany World Cup jerseys is...”
“dfv Mediengruppe appears as the publisher group associated with the HORIZONT site (© dfv Mediengruppe)....”
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Adidas Sees Record Demand for Germany Jerseys
Adidas CEO Bjørn Gulden reported a record surge in demand for the German national team’s World Cup jerseys, estimating more than three million Germany shirts sold worldwide and saying current demand is about three times higher than at the 2022 World Cup in Qatar. Adidas is especially seeing strong sales of the white home kit and improved demand for the blue away shirt. The company also resolved previous supply issues for the letter “V” on player-name flockings. The article notes that Adidas’s long partnership with the German Football Association (DFB) will end after 2026, with Nike taking over kit supply from 2027.
Adidas Defends €75 Children’s World Cup Jersey Price
Adidas has defended the pricing of its 2026 World Cup jerseys after criticism from German politicians who said the cost is a burden for families. Union sports policy spokesman Stephan Mayer called a €75 children’s jersey “an enormous financial challenge” for many families; adult jerseys start at €100. Adidas said its prices reflect high development effort, extensive testing and high-quality materials, and that it offers fan versions at different price points. Jens Lehmann, vice‑chair of the Bundestag sports committee, warned that excessive pricing risks alienating fans. The World Cup begins on 2026-06-11, and these will be Adidas’s final DFB jerseys before Nike takes over in 2027.
Adidas apparel outshines footwear in World Cup quarter
Adidas reported a 13% year-over-year increase in second-quarter revenues to €6.7 billion, led by a 34% jump in apparel net sales while footwear remained flat and accessories rose 18%. Direct-to-consumer (DTC) net sales grew 24% versus 6% wholesale growth. The company increased marketing and point-of-sale spending by 30% to capitalize on the World Cup, which weighed on Q2 operating margin. Adidas announced a CFO transition: outgoing CFO Harm Ohlmeyer will be succeeded by former Adidas employee Birgit Kretschmer, who will join the executive board on Sept. 1. Regional strength came from Latin America, North America and Greater China.
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