US women’s team has emerged triumphant after world cup final on Sunday. Their sponsor Nike is enjoying a lucrative time as well.
Nike has sold more US women’s jerseys this season than it has of any other soccer team’s shirt ever. French, Brazilian, Nigerian teams’ jerseys have a high demand too. The sportswear retailer’s sales of tournament jerseys have more than tripled compared with the last women’s world cup in 2015.
Sales of men’s jersey’s followed suit, nearly doubling as more countries offered women’s shirt designs in men’s sizes. Women snapped up training and lifestyle apparel tied to the Brazilian, Nigerian, Chilean, and Chinese teams, lifting Nike’s sales of women tournaments-related apparel by more than 150% compared with 2015.
The blockbuster sales may come as surprise given the tournament’s divisiveness. After forward Megan Rapinoe said she would reject an invite to the White House, President Donald Trump tweeted that she should win the tournament before talking.
Nike also alienated some consumers last week by scarping a line of upcoming sneakers featuring the Betsy Ross flag after Colin Kaepernick, a front man of Black Lives Matter movement and recent just do it campaign, complained it was offensive.