REUTERS notes Nike and Adidas are navigating "bumps in retail demand" as the Women's World Cup "breaks records." The unpredictability of the Women's World Cup, with the USWNT "knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers' quick shifts in preferences and demand." Adidas and Nike and retailers like Dick's Sporting Goods and Fanatics have "made significant investments in merchandise." Total sponsorship value grew to at least $349M, from $342M in 2019, with many brands "aligning themselves with themes of women's empowerment."
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