The Mexican national team’s jersey for the 2026 FIFA World Cup has become a commercial phenomenon, outselling every other jersey in the Adidas global portfolio, even surpassing world champion teams like Argentina and Spain.
According to ESPN, over a million shirts have been sold during the World Cup, a figure that is expected to rise as the tournament moves forward.
The jersey’s remarkable performance is perhaps attributable to the emotional connection Mexicans have with their national team, in addition to Adidas’s commercial strategy.
In an interview with Expansión magazine, Adidas Mexico General Manager Jorge Dionne said that Mexico’s jersey transcends sports and has become an expression of cultural identity and pride.
“The jersey represents Mexico on and off the field,” Dionne said, adding that the T-shirt is one of the “most beautiful designs” because it incorporates Mexican motifs that “make us proud.”
Moreover, the offering has been broadened to three official uniforms that players wear during matches, a commercial approach that diversifies demand and creates multiple shopping opportunities for fans.
In terms of sell-through, an indicator that measures the speed of sales relative to available inventory, the familiar green jersey used as the primary uniform has already sold approximately 55% of its inventory. The black jersey also sells through at 55%, while the white jersey has reached 35%.
The commissioner of the Mexican Football Federation (FMF) Mikel Arriola recently acknowledged that the national team’s green jersey has turned into the FMF’s best-selling soccer jersey.
“The players are so excited about this jersey, which, by the way, is the best-selling in the FMF’s history,” he said. “That ‘Sun Stone’ jersey is the best-selling in history with the current brand.”
Manufacturing has also played a key role in the jersey’s commercial success. While a large portion of national team jerseys is produced in Asia, a portion of the Mexican uniform’s production stayed in Mexico.
For that to be the case, Dionne says, “It has to say ‘Made in Mexico.’”
Beyond the uniform, the Mexican national team’s merchandise includes jackets, tracksuits, t-shirts, caps, footwear and even pet jerseys — a strategy that seeks to capitalize on the emotional connection fans have with the brand and the national team.
Mexico News Daily
