Fans were drawn to the away jersey's vintage white-and-stripe pattern. In March, Adidas introduced 25 away kits for the upcoming tournament, all styled with a 1990s-inspired look and simple color schemes. The Japanese design incorporates a white backdrop with bright stripes that represent both the athletes and their fans.
That look helped push sales far beyond the 2022 tournament.
Poonam Goyal and Sydney Goodman, analysts at Bloomberg Intelligence, said "this summer's FIFA World Cup should be a catalyst and can help spur brand momentum" for Adidas. The analysts also noted that celebrity endorsements and the possibility of reclaiming kit sponsorship deals could help drive further momentum.
World Cup Boost on the Horizon
Japan will face Brazil in the Round of 32 on Monday, June 29, 2026, in Houston, Texas. A win would send Japan to the Round of 16, matching its best World Cup finish. The company's stock traded at 180.65 at the time of reporting.
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The surge in both jerseys shows strong fan appetite. Adidas expects more gains from celebrity partnerships and potential new kit sponsorships.
The jersey sales surge also highlights the potential financial impact.
Combined, these figures suggest strong consumer engagement that may extend beyond the tournament if Japan advances. Such performance also reinforces Adidas's ability to generate buzz through limited-edition releases, a tactic increasingly used in the sportswear industry.
Adidas has a long history of supplying Japan's national team kits, and the 2022 away jersey - while also distinctive - did not create the same frenzy. This latest surge shows how retro aesthetics combined with limited availability can turn an ordinary product release into a major sales phenomenon. With the away jersey already sold out in Japan, secondary markets may further amplify the brand's visibility and perceived value.
Background on Japan's World Cup Journey
Japan has appeared in every World Cup since 1998, with its best performance being a Round of 16 finish in 2002 and 2010. Adidas has been the team's kit supplier since 1999, consistently releasing designs that blend traditional motifs with modern sportswear trends. The 2022 away jersey featured a geometric pattern inspired by samurai armor, but it did not generate the same nostalgic appeal as the current retro design. The 2026 team, led by coach Hajime Moriyasu, will aim to break new ground by advancing past the knockout stage for the first time.
What to Watch
Investors should watch if Japan beats Brazil and advances further. That could keep jersey demand high and give Adidas another sales boost. Adidas's stock price may reflect the team's performance through the tournament.
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