Norway's unexpected success in a major international football tournament has led to an unprecedented surge in demand for the national team's jerseys, resulting in sell-outs across multiple retailers and record revenue for the football association. The team's strong performance, including victories over Iraq, Senegal, Ivory Coast, and Brazil, has propelled them to the quarter-finals, sparking a fervor among fans.
The official national jersey, characterized by its red color and the Norwegian flag's blue cross, has been out of stock at Nike and various other outlets for weeks. This year's order of approximately 250,000 kits represents a significant increase compared to the roughly 50,000 kits sold during the same period last year. The Norwegian Football Federation (NFF) has reported its highest earnings from jersey sales to date, a testament to the team's current popularity.
Nike has acknowledged the widespread disappointment among fans due to the stock shortages and stated they are actively working to improve availability. Additional shipments of the Norway Home Match and Stadium jerseys are expected to arrive in Norway in the coming days, with broader availability anticipated thereafter. Despite these efforts, some supporters have resorted to purchasing jerseys from resale sites at highly inflated prices. The Nike Norway 2026 Stadium Home Jersey, originally retailing at approximately $100, is now fetching prices up to $476 on the secondary market. Similarly, the blackout stadium away jersey, also initially priced at around $100, is being resold for as much as $310 before shipping and taxes.
The Norwegian team is scheduled to face England in the quarter-finals on Saturday at Miami's Hard Rock stadium.