In an internal memo reviewed by Bloomberg News, Camilo Andrade, vice president and general manager of Nike Football, admitted to his team that Nike’s results from the World Cup final fell short of hopes.
“I know the ending was not what we dreamed,” he wrote in the memo, following the conclusion of the tournament. However, he also wrote that “regardless of the score and who lifted the cup, we have done our job.”
The comments came after rival Adidas saw two of its sponsored teams, Spain and Argentina, compete in the finals. Two of Nike’s sponsored teams, France and England, lost in the semi-finals.
As reported by the Wall Street Journal, Nike also significantly underestimated demand for U.S. soccer jerseys.
Nike has sponsored the U.S. Men’s National Soccer Team since January 1995.
The WSJ reported that many versions of the U.S. men’s soccer jerseys sold out two weeks into the tournament following a dominant performance by the team against Paraguay and Australia. Nike was only able to restock the jerseys last week, more than a week after the team exited the tournament after its July 6 loss to Belgium.
Nike also faced criticism earlier in the year as fans called out a bulge along the shoulder seam for some team jerseys. Nike sponsored 12 teams in the tournament, also including Canada and Norway.
“We executed the plan we wanted; we controlled what was in our control,” Andrade said in the memo.
However, Andrade also acknowledged some adversity. He said, “Against all odds and with an infinite number of challenges, this football team has not only written the greatest comeback story, but it has given Nike and the world reasons to believe.”
The executive concluded that Nike has “an outsized opportunity to lead and own women’s football.” The Women’s World Cup will be held in Brazil in 2027.
He continued, “Keep pushing, keep believing, keep trying. And domination will come.”
Image courtesy Nike
