Foot traffic data collected by Placer.ai shows the 2026 FIFA World Cup didn’t just boost restaurant visits near host venues and drew fans to watch parties. It also significantly increased foot traffic to Adidas, one of the tournament’s most visible sponsors.
Adidas, which supplied the tournament’s official Trionda match ball and outfitted national teams such as the winner Spain and finalist Argentina, entered the spring on weak footing, according to Placer.ai. Weekly store visits ran below 2025 levels for most of April, hitting a 20.5% decline year-over-year the week of April 13.
Traffic steadied through May, and then the World Cup, which was hosted by 16 North American cities from June 11 to July 19, arrived.
During the week of June 8, which included the U.S. Men’s National Soccer Team 4-1 win over Paraguay at SoFi Stadium, Adidas store visits rose 14.3% year over year. The following week, as group-stage play hit its first full week, visits climbed 44.7% above the same week in 2025.
Father’s Day on June 21 may have added to the increase. “But the magnitude of the spike, along with its staying power in subsequent weeks, suggests that tournament-driven excitement was the main driver,” writes Placer.ai in a blog post.
Adidas store visits remained more than 20% above year-over-year levels during the weeks of June 22 and June 29. The pattern suggests the tournament shifted demand rather than producing a brief opening-week bump.
Adidas Announces new Mall of America Store
In other Adidas news, the brand is opening its first full-price brand concept store in Minnesota at Mall of America.
The 9,161-square-foot space will offer pieces from the Adidas Originals and Badge of Sport collections, alongside local product tailored to the Minnesota community, such as Timberwolves gear at the forthcoming Anthony Edwards shop.
At the center of the store will be a Made For You area where customers can personalize their products.
