One of the most unexpected stories of the 2026 World Cup seems to be happening off the pitch—in merchandise sales. Adidas revealed that the Mexico national team jersey has become its best-selling football shirt, surpassing jerseys from powerhouse nations like Argentina and Spain, despite Mexico never having won a major championship like the World Cup.
This is particularly interesting because historically, football jersey sales have favored top teams such as Argentina, Brazil, England, or Germany, thanks to their global fan bases and decades of success. Yet this year, Mexico has drawn consumer attention at an unusually high level.
An ESPN report states that over one million units of Mexico's green home kit, inspired by the Piedra del Sol, have already been sold. This jersey was first launched in November 2025 and quickly sold out.
Canaintex, Mexico’s National Textile Industry Council, reported that domestic sales alone reached 1.9 million units and added that global sales have surpassed 5 million, outpacing Brazil, France, Spain, and Germany.
The overwhelming demand for Mexico’s green home jersey and the black third kit accounts for 55% of sales, while the white away kit makes up 35%. The primary markets driving these sales are Mexico and the United States.
Behind the surge in popularity is a design deeply rooted in culture. The green home jersey draws inspiration from the Piedra del Sol, or Aztec calendar, evoking nostalgia for Mexico’s iconic 1998 World Cup kit in France. The phrase "SOMOS MÉXICO" or "We Are Mexico" appears on the back collar, symbolizing unity and national pride.
Notably, Mexico has worn all three kits during the group stage matches: the home kit against South Africa, the third kit against South Korea, and the white away kit against the Czech Republic.
Market research firm Kantar analyzed this phenomenon, noting it is not just due to Mexico’s on-field performance but multiple factors. Mexico ranks fifth worldwide in football jersey spending, and Adidas’s revival of the 1998 France design has particularly resonated with millions of Mexicans living abroad who remain deeply connected to the national team, making this kit a clear expression of identity.
Additionally, Adidas has pushed to make football more than a sport—transforming jerseys into lifestyle fashion. Football shirts have successfully crossed over into streetwear, becoming popular casual wear when paired with jeans or shorts.
Furthermore, Mexico enters the 2026 World Cup as a co-host nation with a squad stronger than in many previous tournaments.
However, this popularity has brought challenges. Canaintex estimates that 7 out of 10 Mexico national team jerseys sold domestically are counterfeit, partly due to the price gap—official fan versions cost around 2,000 pesos, while fakes sell for only 150–200 pesos.