adidas celebrates the FIFA World Cup 2026™ with football, culture and food "Taste Your Nation — Wear The Jersey" is the new initiative dedicated to fans

adidas is playing a key role in ensuring that the FIFA World Cup 2026™ is one to remember. They have created iconic campaigns, produced the legendary Trionda football, and, most importantly, designed some of the tournament’s most striking and memorable jerseys. But the World Cup is about much more than football alone. It is also a celebration of rituals, style, colours, identity, and food. This is where the "Taste Your Nation — Wear The Jersey" project comes in, bringing together a passion for football and cuisine with a strong sense of belonging, culture, and community.

adidas will bring "Taste Your Nation – Wear The Jersey" to selected stores across Italy, available exclusively on Fridays and Saturdays. Participating locations include the adidas Brand Centers in Milan (Corso Vittorio Emanuele II, 24/26) and Rome (Via del Corso, 132), as well as adidas stores in Rome EUR, Arese, and Orio al Serio. This is the full schedule: June 26th and 27th, July 3rd and 4th, July 10th and 11th.

Fans will have the opportunity to choose the official jersey of Argentina, Germany, Japan, Mexico, or Spain and unlock a unique experience that extends far beyond the game itself. After purchasing their jersey, they will receive a specially curated meal box inspired by their chosen nation, featuring traditional recipes and exclusive cooking accessories. Designed to bring the spirit of the tournament into people’s homes, the initiative transforms match day into a celebration of culture, flavour, and togetherness, allowing supporters to connect with their favourite team through both football and food.