Weekly visits ran below 2025 levels for most of April, bottoming out at negative 20.5 percent y/y the week ending April 13. Adidas is an official FIFA World Cup sponsor and the official match ball supplier for the FIFA World Cup in partnership dating back to 1970. The brand also sponsored 14 national teams at the 2026 FIFA World Cup, making it the top kit manufacturer for the tournament. For Adidas, supplying the match ball and outfitting some of the tournament’s biggest teams moved fans into stores, week after week. Separately, Placer.ai analysis found all host cities, except Kansas City, saw a traffic uptick during the first four weeks of the World Cup.