JD Sports sees surge in demand for Scottish football kits as team qualifies for World Cup

Twenty eight years of pain (10,010 days to be precise) ended on Tuesday night (18 November) with Scotland’s heroic football team securing victory over Denmark, resulting in a direct route into next summer’s World Cup final.

And the journey to the co-hosted (USA/Canada/Mexico) event began in earnest soon after the 4-2 win with search interest soaring 979% for the team’s kit, according to retailer JD Sports.

JD said search interest for the kit skyrocketed when comparing the pre-match 24 hours with the post-match 24, with specific searches for ‘Scotland football top’ up 1,413%.

In addition, enquiries for ‘Scotland top’ jumped 832% day-on-day, with search demand for ‘Scotland kit’ up 947%.

The current Scotland kit was released earlier this month, created by Adidas, featuring a dark navy base with tonal patterns and white trim. And with JD chosen as the ‘Exclusive Retail Partner’ , the retailer will no doubt be looking for subtle kit updates before the World Cup kicks off. Not to mention sales of the Nike-produced England kit witht he country having secured its place in the finals some months ago. 

And with so many stories of fashion brands linking up with pro club teams this year alone, picking the right one to sponsor/support/collaborate with can be a massive boost to sales numbers as the latest search spike shows.