JapanSports7 days ago

China-backed Puma and Kelme supply 27% of World Cup uniforms

Chinese-backed sportswear brands Puma and Kelme are supplying uniforms for 27% of the World Cup teams in 2026. This includes the Bosnia-Herzegovina and Portugal national teams. The article notes that their combined market share challenges established brands like Adidas and Nike.

World Cup 2026

2 brands' combined market share rivals Adidas and Nike

Kelme outfits the Bosnia-Herzegovina national team, while Portugal wears the Puma logo. © Reuters

KOSUKE TOSHI and TOMOKO WAKASUGI

June 13, 2026 01:37 JST

BERLIN/SHANGHAI -- The Chinese-backed sportswear brands Puma and Kelme are making China a formidable player in soccer uniforms, outfitting 27% of the World Cup teams this year.

2 reports

Nikkei AsiaIndependent🔒Center

China-backed Puma and Kelme supply 27% of World Cup uniforms

Bias read (Center): The article presents factual information about brand market shares without overtly favoring any political perspective. It does not include commentary or framing that suggests a particular ideological leaning.

Official sources cited

organisation Reuters

Nikkei AsiaIndependent🔒Center

China-owned Puma and Kelme supply 27% of World Cup uniforms

Chinese-owned sportswear brands Puma and Kelme are supplying uniforms for 27% of the World Cup teams in 2026, rivaling the market share of Adidas and Nike. The article mentions that Kelme outfits the Bosnia-Herzegovina national team and Portugal wears the Puma logo.

Bias read (Center): The article presents factual information about the market share of Chinese-owned brands in the World Cup without overtly biased language or framing. It does not editorialize or emphasize any particular political or economic angle.

Official sources cited

organisation Reuters

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organisationReuters