OPERATIONS
which are strategically located near major e-commerce fulfillment centers.
To manage manufacturing loads and supply chain stress, brands don’ t drop all 48 teams’ kits at once. Adidas manufactured and released 22 home kits back in November 2025, spreading out the manufacturing volume. Nike, however, held its production runs to release kits in March and April of 2026.
Instead of just mass-producing identical items months in advance, some factories are using AI design tools and 3D modelling to rapidly prototype custom fan merchandise like PVC patches, specialised pins and custom luggage tags. This allows suppliers to pivot production quickly based on viral moments or breakout stars during the tournament.
An estimated
4.5 million
Argentina shirts were sold in the 2022 World Cup
“ This is exactly the kind of challenge our team loves – supporting the world’ s fans through the joy of sport”
Andrew Low Ah Kee CEO Fanatics Commerce
138 June 2026
CREDIT: FANATICS