England is one of the nations with jerseys provided via Nike. (Photo by Eddie Keogh - The FA/The FA via Getty Images)
With the 2026 FIFA World Cup imminent, sportswear giants are preparing for what should be one of the most lucrative merchandise events in soccer’s history and a global showcase for new national team kits from Nike, Adidas and Puma.
But there is a growing challenge that could disrupt the traditional playbook for tournament merchandise sales as fans increasingly turn to retro shirts.
Demand for vintage and second-hand soccer shirts has exploded. What was once a niche collectors’ market has become a mainstream fashion category, fueled by social media, sustainability, nostalgia and a younger generation that views jerseys as lifestyle apparel rather than simply sports merchandise.
The result is that many supporters arriving at World Cup matches in 2026 or watching from home may be wearing shirts from previous tournaments rather than the latest official releases.
