Dive Brief:
- In celebration of the FIFA World Cup 2026, Nordstrom and Adidas have launched installations across 35 of the department store’s locations in Los Angeles, Dallas, Houston and Atlanta, among other cities.
- The partnership is anchored by an immersive Adidas experience at The Corner at Nordstrom’s New York City flagship, which runs through July 26, according to a June 4 press release.
- A dedicated Adidas shop-in-shop with a curated assortment is now open at the Nordstrom in downtown Seattle through July 20. A curated Adidas collection will also be available in 33 Nordstrom stores in World Cup match cities.
Dive Insight:
Nordstrom and Adidas designed a shopping experience for fans of both style and soccer.
FIFA-branded jerseys will be available for purchase, along with soccer-inspired footwear and apparel. Adidas footwear will be available in World Cup colorways, along with products for women, men and children.
“Together, we've created an experience that blends sports and style with a product offering that is curated, fashion-forward, and uniquely Nordstrom,” Tacey Powers, executive vice president and general merchandising manager of shoes at Nordstrom, said in a statement about the collaboration. “From our NYC Flagship, and our hometown of Seattle, to stores across the country, we’re excited to bring this experience to life for our customers.”
Throughout the tournament, Nordstrom’s New York City flagship will hold weekly activations, giveaways and sweepstakes. An Adidas archive piece will be highlighted every other week, and weekend events are scheduled that align with a featured country, including Japan, Mexico, Colombia and Argentina.
With its Adidas partnership, Nordstrom continues to court athleticwear brands at The Corner, which is located at the corner of 57th and Broadway in New York City. The retailer launched The Corner as a dedicated space in 2024 to serve as a hub for pop-up events and brand takeovers. Last fall, Nordstrom hosted a Nike Running pop-up at The Corner, where the brand offered running shoes and apparel as well as community events for runners.
Adidas and Nike have released activations that coincide with this year’s World Cup, with both athletic brands hoping to see a boost in their relevance in the marketplace.
Adidas CEO Bjørn Gulden has noted that soccer is not a “one-time wonder” for the brand. In its most recent earnings, Adidas revenue jumped 7% year over year to 6.6 billion euros (roughly $7.7 billion at the time).
