Foto Footpack
According to a study by the specialized website Footpack, the American company Nike remains the largest supplier of soccer cleats at the tournament. 42.79% of the tournament’s participants—or 534 players—are wearing the brand’s cleats. However, Nike’s long-standing dominance is gradually declining: at the 2018 World Cup, the company’s share was 62.8%, and at the 2022 World Cup, it fell to 50.06%.
Adidas is the main beneficiary of this trend. The German manufacturer has increased its market share from 33.17% at the 2022 World Cup to 39.74% in 2026. A total of 496 players wear Adidas cleats, allowing the company to close the gap with its main competitor.
Puma retains third place. The German brand outfits 125 soccer players, accounting for 10.02% of the tournament’s participants. Collectively, the three largest manufacturers provide cleats for 92.55% of the tournament’s players, leaving other brands with a limited market share.
In the individual model segment, Adidas has taken the lead: the F50 line has become the most popular at the tournament—it was chosen by 18.27% of the players (228 soccer players). In second place is the Nike Mercurial with 17.07% (213 players), while third place is held by the Adidas Predator, used by 12.82% of participants.
The regional breakdown of preferences remains uneven. Nike leads in Asia and Oceania with a 51.92% share, as well as in North America with 45.51%. Adidas, in turn, ranks first in Europe (41.59%), Africa (43.85%), and South America, where its share reaches 46.15%.
Outside the “big three,” other players are gradually strengthening their positions. The American brand Skechers is expanding its presence at the tournament, thanks in part to ambassador Harry Kane, who wears the SKX model. In the niche segment, New Balance and Japan’s Mizuno—which holds a 2.32% share—maintain their presence.
In the battle for a global audience, star soccer players remain a key asset. Nike is banking on Kylian Mbappé, Erling Haaland, and Cristiano Ronaldo, while Adidas is relying on Lionel Messi and the young Spanish forward Lamine Yamal. For sports equipment manufacturers, the World Cup remains one of the key platforms where athletic achievements directly translate into global sales—both in traditional retail and in the e-commerce segment.
