The launch extends adidas’s FIFA World Cup 2026 licensing into the pet apparel segment – a small but fast-growing consumer category – targeting football fans across three continents ahead of the tournament.
Adidas is taking its FIFA World Cup 2026 federation licensing into an arena few kit suppliers have bothered to enter: the pet aisle. The German sportswear group has launched miniature football jerseys for dogs and cats, styled after four national teams.
Announced April 27 from Adidas’s Herzogenaurach headquarters, the range mirrors the home kits of Mexico, Colombia, Argentina and Japan. Expect heat-transferred federation crests, adidas branding and sizing built for everything from lap dogs to larger breeds. It is positioned as part of the brand’s wider World Cup commercial push rather than a one-off novelty drop.
Why the pet aisle matters for World Cup licensing
Behind the cute factor sits a familiar licensing play: expand the merchandising footprint, sweat the assets and add incremental revenue in a category that does not demand new performance R&D. Pet apparel and accessories have grown quickly in recent years, with North America a key engine and also the primary co-host region for the 2026 tournament across the US, Canada and Mexico.
The collection goes on sale May 1 via selected adidas stores, selected retail partners and adidas.com. Launch markets include North America, Latin America and selected Asian markets, including Japan, China, Vietnam, the Philippines and Indonesia.
The bigger picture: a $160bn market still waiting for its leaders
This is adidas’s most global pet move to date, but it builds on earlier China-first tests of “Mini-Me”-style concepts through Originals-led lifestyle collections before scaling westward. For a global sports brand, the surprise is not that pet jerseys exist. It is how few rivals have shown up. Our deeper look at what a roughly $270bn market growing at about seven percent annually could mean for the sporting goods industry is here: Read: Sports and outdoor brands eye the pet market as a growth area →
