USWNT’s World Cup success nets Nike record shirt sales

3 July 2019 | Commercial & Sponsorship
USWNT’s World Cup success nets Nike record shirt sales
Sportswear giant Nike has sold more US women’s national team (USWNT) soccer jerseys in a single season on its official website than any other shirt in its history, thanks to the team’s strong showing at this year’s FIFA Women’s World Cup.

With the USWNT securing their place in the final of the tournament on 7th July, their success has fuelled the rise in sales, with Nike.com recording sales that even surpassed high-profile club sides such as Barcelona and Paris Saint-Germain.

Mark Parker, Nike Chief Executive, said: “The USA women’s home jersey is now the number one soccer jersey, men’s or women’s, ever sold on Nike.com in one season.”

As well as the USWNT, nearly two-thirds of the 24 teams at the Women’s World Cup wore Nike kits, with half of the players on show also wearing its boots.

The company’s heavy involvement in the competition has also helped it become North America’s biggest seller of bras for the first time in its history.

“It’s hard to overstate how important this year has been to the evolution of the women’s offense at Nike,” Parker added.

“The exposure is driving outstanding sell-through in kits, high-performance bras and lifestyle extensions.”

Nike’s strong performance at the Women’s World Cup helped to drive wholesale revenues in its women’s segment up 11 per cent to a reported US$7.4 billion in the year to 31st May.

The company is set to continue its drive in the women’s market. After introducing plus-sized activewear in its London flagship store in June, it is now planning to expand its range of sizes and offer “geographic-specific women’s apparel for the Asian market based on our research of body types and sizes,” according to Parker.

“You’re going to see more and more of Nike looking at making sure that women, whatever sport they play, have the right product to play confidently in,” he added.

The USWNT will play either Sweden or the Netherlands in Sunday’s final, as they look to defend their title and secure their fourth Women’s World Cup triumph.

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