At the World Cup, 14 of the 48 national teams wore Adidas kits, including the two finalists Spain and Argentina. Among teams compared to the 2022 World Cup, Adidas sold 3 times more Mexico jerseys, four times more Argentina jerseys, and three times more Germany jerseys. He said, “I have seen in the commentary that I think there is some misunderstandings on how a World Cup sales is being done. You have to remember that we started selling in World Cup product, delivering into the trade already in Q4 last year. Adidas still expects marketing spending overall to normalize in the second half after the World Cup-driven increase in the second quarter.