Nike faced significant inventory shortages of U.S. men’s soccer jerseys during the 2026 World Cup, undermining its ability to capitalize on the team’s strong performance early in the tournament. Many versions of the U.S. jerseys sold out within two weeks of the event’s start, following the team’s victories over Paraguay and Australia. Nike, the event’s official sponsor and the world’s largest sportswear company, was caught off guard by the high demand and struggled to replenish stock in time to benefit from the U.S. team’s progression.

Restocks of the jerseys arrived only after the U.S. team’s elimination by Belgium, more than a week after the knockout match, and initially carried a 17% discount which was later removed. The shortage was not unique to the U.S. team; several other Nike-supported national teams, including Brazil and France, also experienced sellouts during the tournament’s group stages and knockout rounds. Norway’s home jersey, featuring star striker Erling Haaland, became especially scarce, driving resale prices significantly above retail.

Industry analysts viewed the situation as a missed opportunity. Neil Schwartz, president of the Sports Business Research Network, noted that Nike had “left a lot of money on the table” by not maintaining sufficient inventory when demand peaked. While major sporting events typically generate exceptional demand, Schwartz said, Nike’s inability to meet that demand limited potential revenue and profit margins.

In response, a Nike spokesperson emphasized the company’s goal of balancing availability with avoiding excess inventory and expressed satisfaction with its overall World Cup delivery. Nike reported that sales of team jerseys during the 2026 tournament more than doubled those of the 2022 event, reflecting strong consumer interest despite limited supply.

Nike’s inventory challenges occurred amid broader struggles for the company. Since Elliott Hill returned as CEO nearly two years ago, Nike has been pursuing a turnaround after a decline that included a problematic shift toward direct-to-consumer sales and a 10% revenue drop in fiscal 2025. The company anticipates a further sales decline through November and has faced increased competition from smaller rivals such as On and Amer Sports, particularly in running gear. Nike has also seen a significant drop in sales in China and has cut over 2,100 jobs this year as part of cost-saving measures.

Ahead of the World Cup, Nike had identified soccer as a key growth area within its turnaround plan, launching a high-profile campaign featuring celebrities like LeBron James, Kim Kardashian, and Channing Tatum alongside prominent soccer players. The company introduced new materials like Aero-FIT cooling technology in its federation kits and expected the tournament to accelerate its market growth.

However, the rapid sellouts of authentic game jerseys illustrated a disconnect between Nike’s ambitions and its supply chain execution. Data from LSEG and Centric Market Intelligence showed that 28% of Nike’s World Cup merchandise sold out during the first two weeks, compared with just 7% of Adidas’s stock. Nike offered a broader and more expensive selection of products but depleted inventory at four times the rate of Adidas, its main rival.

Consumers also felt the impact of the shortages firsthand. Michael Farris, a father from Charlotte, North Carolina, spent weeks searching for official U.S. and Norway jerseys for family members. Unable to find them in stores or on Nike’s website, he resorted to purchasing from resale platforms at a markup. His experience underscores the challenges fans faced in obtaining official World Cup apparel amid heightened demand and limited availability.