Adidas And Nike Face Off As 2026 Could See World Cup Of Retro Jersey

BusinessRetailAdidas And Nike Face Off As 2026 Could See World Cup Of Retro JerseyByMark Faithfull,Contributor.Forbes contributors publish independent expert analyses and insights. Mark Faithfull is London-based and covers retail and real estate Follow AuthorJun 10, 2026, 08:56am EDTEngland is one of the nations with jerseys provided via Nike. (Photo by Eddie Keogh - The FA/The FA via Getty Images)The FA via Getty ImagesWith the 2026 FIFA World Cup imminent, sportswear giants are preparing for what should be one of the most lucrative merchandise events in soccer’s history and a global showcase for new national team kits from Nike, Adidas and Puma.But there is a growing challenge that could disrupt the traditional playbook for tournament merchandise sales as fans increasingly turn to retro shirts.Demand for vintage and second-hand soccer shirts has exploded. What was once a niche collectors’ market has become a mainstream fashion category, fueled by social media, sustainability, nostalgia and a younger generation that views jerseys as lifestyle apparel rather than simply sports merchandise.The result is that many supporters arriving at World Cup matches in 2026 or watching from home may be wearing shirts from previous tournaments rather than the latest official releases.Vintage jerseys from the 1980s, 1990s and early 2000s now command premium prices on resale platforms. Shirts associated with iconic moments — such as Argentina's 1986 World Cup triumph, Brazil's 1998 campaign, England's Italia '90 run or France's 1998 victory — have become highly sought-after collectibles.The market has been helped by the emergence of specialist retailers such as Classic Football Shirts, which has transformed soccer-shirt collecting into a global business. The company now ships jerseys worldwide and has collaborated directly with clubs, brands and players.Gen X And Gen Z Love The 1990sOnline marketplaces including eBay, Depop and Vinted have further democratiz...