World Cup Effect and Running Shoes: Trends Intersport is Betting On - Intersport eyes €6B revenue surge as FIFA Club World Cup 2026 fuels demand
Intersport, Germany’s largest sporting goods retailer, is preparing for a major sales boost ahead of the 2026 FIFA Men’s World Cup. The company has already seen strong demand for the new national team home jersey, designed by Adidas. With over 1,400 stores across the country, the group expects the tournament to lift team sports and attract younger athletes.
The 2026 FIFA Club World Cup is set to play a key role in Intersport’s growth strategy. Germany’s matches will air during prime evening slots in Europe, likely increasing fan engagement. The retailer sold half a million national team shirts during the 2024 UEFA European Championship, and early feedback on the 2026 jersey has been even more positive.
Outdoor products continue to lead Intersport’s revenue, with new features like UV-protective and insect-repellent fabrics proving popular. Meanwhile, running is gaining momentum, driven by community events and a shift in fashion. Classic running shoes are now replacing sneakers in everyday streetwear, a trend the company expects to accelerate by 2026. Looking ahead, Intersport aims to reach €6 billion in revenue and secure a 30% market share by 2030. The FIFA Club World Cup’s influence on team sports, combined with rising interest in running and outdoor gear, positions the retailer for steady expansion.
The upcoming FIFA Club World Cup could bring lasting benefits for Intersport. Higher demand for team kits, stronger participation in grassroots sports, and ongoing trends in running and outdoor equipment are expected to support the company’s long-term targets. With a network of 700 independent retailers, the group remains well-placed to capitalise on these opportunities.
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