After World Cup warm-up, Aussie retailers ready for women’s event next year


The 2023 World Cup is coming to an end this weekend, when Argentina and France will battle it out to be crowned the winner at Lusail Stadium in Qatar. But for Australian sportswear retailers, the match will merely be the warm-up to the Women’s World Cup, which will be held in Australia and New Zealand next year.  We spoke to Alex Morgan, head of Adidas’ retail stores in Australia, about the impact that the men’s tournament has had on sales locally, and what the brand has planned for the w

e women’s World Cup in 2024. 

Inside Retail: What impact has the 2023 World Cup had on Adidas’ sales, if any, over the last few weeks? 

Alex Morgan: Adidas historically has been a strong supporter of the World Cup and so we tend to see a natural increase in sales in our football category throughout both the lead-up and the duration of the World Cup. There was a lot of noise and excitement locally, particularly after a tough few years where these types of events weren’t able to be facilitated in the way that they previously were.  

IR: Did the impact surprise you in any way? For instance, was it much bigger than expected?

AM: Adidas has always played such a significant role in the World Cup that it isn’t surprising that our campaigns related to this event work really well, but it does feel as though there has been a lot of excitement that we can continue to build on as we lead into the women’s World Cup. There is definitely a growing interest in soccer in Australia, particularly with the women’s World Cup taking place here next year. 

IR: What products have been most popular this year? And why? 

AM: The match balls are typically our most popular product with the highest sell-through, but in saying that our jerseys also receive a lot of attention, particularly as certain countries progress further into the World Cup. For example, Messi has said that 2022 would be his last World Cup, and to have the Argentina jersey as a part of our assortment was something that was really special and definitely garnered a lot of attention from the diehard soccer fans. 

IR: What are your expectations for the business in the lead up to the women’s World Cup in Australia and New Zealand next year? And how are you preparing the business for that?

AM: We are extremely excited about the women’s World Cup taking place in ANZ next year. Having these events locally lends to building a really organic interest in soccer for the women’s World Cup. To be able to support the World Cup as a brand and continue to build on that engagement with our customers and the wider community is very exciting. A lot of work goes on behind the scenes and starts very early in terms of preparation from both a brand and marketing perspective.  As for the plans, you’ll have to wait and see, but there are certainly some very exciting things in the works!


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