Adidas apologises for plethora of pink boots at World Cup

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KANSAS CITY, MISSOURI – JUNE 16: Lionel Messi #10 and players of Argentina line up to applaud fans after the team’s 3-0 victory in the FIFA World Cup 2026 Group J match between Argentina and Algeria at Kansas City Stadium on June 16, 2026 in Kansas City, Missouri. Michael Steele/Getty Images/AFP (Photo by MICHAEL STEELE / GETTY IMAGES NORTH AMERICA / Getty Images via AFP)

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Adidas on Thursday apologised for a surfeit of pink boots at the World Cup, saying that it was a coincidence that they were sported by a striking number of players.

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Asked by AFP about the unusual uniformity of boot colours during a press conference on the company’s quarterly results, Adidas CEO Bjorn Gulden said “it was an accident”.

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“I think it’s a coincidence, and I hope it will not happen again,” he added.

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It was not the colour itself but different brands all opting for the same hue that had surprised him, Gulden said.

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“Pink is a good colour, no doubt. But that we all ended up with the same is strange,” he said.

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Various theories have been advanced for the prevalence of pink boots at this year’s World Cup.

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Some have suggested that pink boots are more visible against a green pitch, helping boot makers’ products stand out to fans.

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Nike football footwear product manager Odinga Nimako told sports publication The Athletic that pink was preferred by some players as it was seen as an expression of confidence.

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Boot makers usually had little knowledge of their rivals’ precise colour schemes before new collections are launched, Gulden said.

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“We don’t have information on what Nike or Puma or New Balance is doing,” he said, adding that retailers could have stepped in.

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“Retailers normally would tell you: ‘Hang on a minute, you’re all doing the same colour’,” Gulden said.

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“But we didn’t hear anything. And shame on us, I think no one liked it.”

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