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The World Cup AI Visibility Research

When World Cup fans ask AI what gear to buy, Adidas is the 2nd name it says.

But there is still room to win

We tracked and analyzed 30 real fan questions about Sportswear / Soccer Gear for the 2026 World Cup across five leading AI engines (ChatGPT, Gemini, Perplexity, Google AI Overviews and Claude), one slice of a 900-prompt study spanning 30 fan categories. Here is exactly where Adidas landed.

The leaderboard

Who AI recommends for World Cup Sportswear / Soccer Gear

Adidas ranks #2 of 15 Sportswear / Soccer Gear brands by share of AI answers.

Mention share across 5 AI engines
1Nike47.6%
2Adidas43.0%
3Puma22.1%
4Reddit11.4%
5adidas10.1%
6Soccer.com9.4%
7DICK'S Sporting Goods9.4%
8YouTube8.1%
9New Balance7.4%
10Under Armour7.4%
11Dick's Sporting Goods6.7%
12soccer.com5.4%
13Facebook4.7%
14Amazon4.7%
15World Soccer Shop4.0%
Bar length = mentions relative to #1. Value = share of all answers.
The wider picture

Where Adidas has room to win, 3 more World Cup categories

Adidas leads Sportswear / Soccer Gear, but the tournament is 30 categories wide. Here is where it ranks across the rest, and where the position is still open. Amber is a close race, red is wide open.

Sponsorship / Brand Association#1 of 1557.9%
Jerseys / Licensed Merchandise#1 of 1541.3%
Retail / Ecommerce#4 of 1515.3%
Every question we asked

All 30 fan questions, and where Adidas showed up

The exact questions fans ask AI about Sportswear / Soccer Gear. Adidas appeared in 24 of 30. The other 6 are open territory: a rival owns the answer, Adidas is absent.

✓What's the best soccer cleat for a casual player inspired by the World Cup?AI OverviewChatGPTGeminiPerplexityClaude
✓What's the best soccer ball to buy for backyard games during the World Cup?AI OverviewChatGPTGeminiClaude
·What's the best gear setup for joining a local pickup soccer game?Not mentioned
✓What's the best comfortable fan outfit for a full day at a World Cup match in summer?AI Overview
✓What's the best soccer gear to get a kid who just got into the World Cup?AI OverviewChatGPTGeminiClaude
✓What gear do I need to start playing soccer as an adult beginner?Gemini
✓How do I choose the right size soccer cleats when ordering online?AI OverviewChatGPTGeminiClaude
·What should I pack clothing-wise for a week of World Cup matches in hot weather?Not mentioned
✓How do I build a basic training kit for a kid joining a soccer team after the World Cup?ChatGPT
✓What's good affordable soccer gear that isn't junk?AI OverviewChatGPTGeminiPerplexityClaude
✓Are expensive cleats actually better for amateur players?AI OverviewGemini
✓Where can I find quality soccer gear on sale during the World Cup season?AI OverviewChatGPTGeminiPerplexityClaude
✓What's the difference between elite-level cleats and mid-range ones?AI OverviewGeminiPerplexityClaude
·Is pro-level training gear worth it for a serious amateur player?Not mentioned
✓What soccer gear should I buy to play with my kids during World Cup summer?AI OverviewGeminiPerplexityClaude
·What equipment do we need to set up family soccer games in the backyard?Not mentioned
✓Is sportswear cheaper in the US than in Europe if I'm visiting for the World Cup?AI OverviewChatGPTGeminiPerplexityClaude
✓What soccer gear do visiting fans typically buy in the US that's hard to get at home?AI OverviewChatGPTGeminiPerplexityClaude
✓Do sportswear sizes differ between countries when buying gear abroad for the World Cup?AI OverviewGeminiClaude
✓Where can I find soccer specialty stores in World Cup host cities?AI OverviewGeminiPerplexityClaude
·Where can visitors join a pickup soccer game in a host city during the World Cup?Not mentioned
·What should I wear to an outdoor World Cup fan fest that goes from afternoon heat to evening?Not mentioned
✓What protective gear actually matters for casual soccer players?ChatGPT
✓How do I avoid counterfeit sportswear when shopping online during the World Cup?AI OverviewGemini
✓Where can I get soccer gear quickly before a weekend pickup game?GeminiClaude
✓What's the easiest way to find my correct jersey or boot size without trying things on?AI OverviewChatGPTGeminiPerplexity
✓What should I compare when buying soccer cleats: fit, surface type, or brand?AI OverviewChatGPTGeminiClaude
✓Turf shoes versus firm ground cleats for casual play: which should I get?AI OverviewChatGPT
✓Where can I find honest reviews of soccer cleats and gear?ChatGPTPerplexity
✓What sportswear brands are most associated with global soccer?AI OverviewChatGPTGeminiPerplexityClaude
Proven in the field

The biggest multi-brand enterprise teams choose Brandlight to win the AI answer.

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