Austria’s national team may have exited the 2026 World Cup early, but the kit sales are breaking records. **Puma, kit supplier to the Rot-Weiß-Rot, reports a sharp rise in sales** compared to Euro 2024 - and that’s despite the 3-0 loss to Spain on 2 July. Demand for fan gear hasn’t slowed since the team’s elimination, retailers confirm.

Why the kits are flying off the shelves

Intersport Austria, the ÖFB’s official partner and fan shop operator, is thrilled. „Our expectations were even exceeded“, says Franz Koll, Intersport’s CEO. Around the World Cup, the company saw a boom in Austria kits, fan apparel and accessories. „Revenue nearly tenfolded compared to a normal period“, Koll notes. Demand stayed strong even after the team’s early exit on 2 July.

Hervis, another major sporting goods retailer, also reports record figures. „We sold Austria kits in the high five-figure range“, says Markus Hupach, Hervis CEO. „Alongside fan gear, footballs and kits of other nations, the FIFA World Cup drove a noticeable revenue increase.“ Big events like the World Cup do more than boost sales: „They bring people into the sport and new customers into our stores.“

What the World Cup means for Puma and rivals

Puma, Austria’s kit supplier, is riding the wave alongside Adidas and Nike. Adidas outfits 14 nations (including Argentina), Nike 12 (including France) and Puma 11 (including Switzerland). Before the tournament, DZ Bank analysts predicted Nike would sell over 12 million World Cup kits, generating over $1.5bn in revenue. Adidas expected more than 8 million kits sold and over €1bn in direct World Cup-driven revenue.

For Puma, the partnership with the ÖFB is paying off. „The increase compared to Euro 2024 is clearly noticeable“, a company spokesperson says. Even as Austria’s recent form shows three losses in the last five games (LLDLW), the merchandise boom remains strong.

What’s next for Austria?

The Rot-Weiß-Rot are already looking ahead. Their next fixture is on 24 September 2026, hosting Israel. Until then, the team will review World Cup lessons and prep for upcoming qualifiers. The kit sales show fans stand by their team - even after tough results on the pitch.