PHOTO: COURTESY OF ADIDAS
Mexico became one of Adidas’ main showcases during the 2026 World Cup. The German company used the country to organize launch events, take over urban spaces, promote its soccer collections, and connect its sports identity with Mexican fashion and culture.
READ ALSO. Bjørn Gulden, Adidas CEO, on the company’s sales: “This World Cup was like a fairy tale for me”
In its second-quarter earnings presentation, Adidas highlighted two initiatives carried out in Mexico: a World Cup kickoff event and an activation at the World Trade Center. These initiatives were complemented by the promotion of the Willy Chavarria x FMF collection, inspired by Mexico’s soccer heritage.
READ ALSO. Adidas surpassed the billion-dollar mark in marketing spending thanks to the 2026 World Cup effect: what other brands should learn
The initiatives were part of a global campaign that combined advertising, physical experiences, digital content, temporary stores, and products designed around the culture of each market.
The strategy helped soccer category sales increase by 74% on a currency-neutral basis during the quarter, while Latin America became Adidas’ fastest-growing region, with sales up 28%.
The company did not publish individual results for Mexico or disclose how much it invested or sold as a result of the activations carried out in the country. The available figures correspond to Latin America as a whole and Adidas’ global soccer business.
READ ALSO. Adidas slashes the price of women’s black Grand Court sneakers: classic design and casual style for under 950 pesos
What activations did Adidas carry out in Mexico during the World Cup?
The investor presentation identified Mexico as one of the locations for Adidas’ international activities related to the World Cup.
Among the highlighted initiatives was a World Cup launch event in Mexico, accompanied by similar gatherings in other regions. The company used these spaces to introduce products, generate content, and bring fans into the conversation surrounding the tournament.
Adidas also carried out an activation at the World Trade Center in Mexico City, one of the capital’s most recognizable commercial and corporate venues.
The activation was part of a global rollout that included storefronts, outdoor advertising, retail spaces, and experiences in high-traffic locations.
The company did not provide details in its financial report regarding the duration, attendance, or investment associated with these two initiatives. However, their inclusion in the presentation for analysts shows that Mexico played a relevant role in the international execution of the campaign.
Willy Chavarria and Adidas bring Mexican soccer into streetwear
One of the initiatives with the strongest cultural connection was Willy Chavarria x FMF, a collection developed by Adidas with the Mexican American designer and the Mexican Football Federation.
The proposal brought elements of Mexico’s soccer heritage into streetwear. Its goal was to extend the relationship with the national team and the tournament beyond the uniforms worn during matches.
Adidas included the collaboration among the key launches of its Lifestyle business during the second quarter. The collection combined the identity of Mexican soccer with clothing designed to be worn outside the stadium.
The company therefore tapped into two types of audiences: fans interested in national-team merchandise and consumers who associate soccer with fashion, music, and urban culture.
This approach is part of Adidas’ broader strategy to develop collections tailored to each market. The company said that a growing number of products are being designed based on local needs and cultures.
Some of these collections are also sourced locally, providing greater flexibility to respond to trends and quickly refresh available merchandise.
Mexico is part of a global experience strategy
The activations in Mexico were integrated into a rollout spanning cities across North America, Asia, Europe, Oceania, and Latin America.
Adidas’ presentation showed initiatives at its Fifth Avenue flagship store in New York, a soccer event in Thailand, a World Cup activation at a shopping mall in South Korea, a temporary store in Sydney, and an advertising takeover in Shibuya, Japan.
After the final, the company continued the rollout with initiatives in Barcelona and other markets. The strategy aimed to transform physical spaces into gathering points for fans, rather than simply places to sell products.
Adidas complemented its commercial activations with “Home of Soccer” areas, which welcomed more than 250,000 visitors across different cities.
At these locations, the brand brought together broadcasts, experiences, exhibitions, and tournament-related products. The report does not specify whether any of the “Home of Soccer” areas included in the total were installed in Mexico.
How much did Adidas invest in marketing during the World Cup?
Adidas allocated 924 million euros to marketing and point-of-sale activities during the second quarter of 2026.
Investment increased 29.8% compared with the 712 million euros spent a year earlier. In absolute terms, the company spent an additional 212 million euros.
| Marketing indicator | Q2 2026 | Q2 2025 | Change |
|---|---|---|---|
| Marketing and point of sale | 924 million euros | 712 million euros | 29.8% |
| Share of sales | 13.7% | 12% | 1.7 percentage points |
The resources were distributed across advertising, local events, fan experiences, in-store activations, real-time content, and celebrations of cultural moments.
Messi, Lamine Yamal and Bad Bunny lead the campaign
The “Backyard Legends” World Cup campaign brought together athletes and cultural figures with international reach.
Its featured personalities included:
- Lionel Messi.
- Lamine Yamal.
- Jude Bellingham.
- Trinity Rodman.
- Timothée Chalamet.
- Bad Bunny.
The strategy was inspired by the way soccer is played and experienced in streets, neighborhoods, and other everyday spaces.
“Backyard Legends brought back the love of the game the way we used to play it in the streets,” said Bjørn Gulden, Adidas CEO.
Bad Bunny’s participation allowed the campaign to connect with music and Latin American culture. The artist also collaborated with the company on the Flamboyán Ballerina footwear, one of the products Adidas used to capitalize on the trend toward low-profile silhouettes.
The rollout generated more than 9 billion views and surpassed 400 million interactions across the company’s digital ecosystem. Adidas described it as the most successful campaign in its history.
The World Cup boosts Adidas soccer sales by 74%
The activations took place while the soccer business recorded the strongest growth among all of Adidas’ sports categories.
Soccer sales increased by 74% on a currency-neutral basis during the second quarter. Motorsport ranked second with growth of 69%, followed by running at 28%.
| Sports category | Change in Q2 2026 |
|---|---|
| Soccer | 74% |
| Motorsport | 69% |
| Running | 28% |
| Training | 7% |
| Specialist sports | 4% |
| US Sports | -4% |
| Golf | -10% |
| Basketball | -21% |
The overall Performance business grew 39%, compared with growth of only 2% for Lifestyle.
“Innovation in Performance footwear is paying off. We are seeing strong growth in soccer, running and training,” Gulden said while presenting the results.
What products did Adidas sell during the World Cup?
The company developed the largest World Cup portfolio in its history. Its offering included home and away kits for 14 participating federations, pre-match apparel, footwear, balls, and culture-inspired clothing.
Adidas also supplied Trionda, the official match ball used during the competition. The product guaranteed the brand’s presence in every match, regardless of each national team’s sponsor.
The company also turned to its archives to revive jerseys worn in previous tournaments. Among the releases was Denim 94, a collection inspired by the United States’ denim uniform from the 1994 World Cup.
The historical designs allowed Adidas to use nostalgia as a commercial tool and attract consumers who were not necessarily looking for the current kit of a national team.
According to Adidas, the retro collections were among its most successful apparel launches of the season.
Latin America becomes Adidas’ fastest-growing market
The momentum in soccer coincided with an acceleration of the company’s regional business. Adidas sales in Latin America grew 28% on a currency-neutral basis, the strongest increase among all of its markets.
On a reported basis, revenue increased 35%, rising from 673 million euros to 907 million euros.
| Market | Currency-neutral growth |
|---|---|
| Latin America | 28% |
| Japan and South Korea | 18% |
| North America | 17% |
| China | 15% |
| Emerging markets | 12% |
| Europe | 6% |
Operating profit in Latin America increased 44% to 208 million euros, while the operating margin improved from 21.5% to 23%.
Adidas said regional growth was led by double-digit increases in soccer and running. However, it did not publish information that would make it possible to determine what percentage of sales came from Mexico.
Activations help Adidas achieve record sales
Adidas generated revenue of 6.743 billion euros in the second quarter, the highest quarterly sales in its history. Growth was 14% on a currency-neutral basis.
Operating profit increased 5% to 574 million euros, but the operating margin declined from 9.2% to 8.5%.
The difference was related to higher marketing, distribution, and operating expenses. In addition to investing 924 million euros in advertising and point-of-sale activities, the company allocated resources to digital shipping, personnel, warehouses, and temporary stores.
Despite the pressure on margins, Adidas said the campaigns strengthened the brand and created the conditions to sustain growth after the tournament.
Following the results, the company raised its full-year outlook and now expects 2026 sales to increase between 9% and 10% on a currency-neutral basis. Its operating profit forecast remained at approximately 2.3 billion euros.
Mexico served as a showcase for executing that strategy: urban activations, World Cup-related experiences, and a collection connected to national identity helped transform enthusiasm for soccer into visibility, engagement, and sales opportunities.
