The report says Argentina’s shirt is the clear favourite among Singapore shoppers, a position adidas attributes to the “magnetismo global de Lionel Messi” - the global magnetism of Lionel Messi.
That appeal extends beyond match-day support. Messi’s image has helped turn Argentina’s famous colours into a global lifestyle product, worn by fans who may follow the player as closely as the national team. The shirt’s traditional design also gives it a recognisable identity far beyond South America.
Retailers are reportedly seeing demand for more than the standard replica jersey. Chopra pointed to collections connected with lifestyle, fashion and collaborations, showing how clubs and national teams are competing in the same cultural space as streetwear brands.
The report also says online traffic has climbed sharply, while official balls and replica trophies have sold out at one Singapore retailer. That wider appetite matters: supporters are buying pieces that commemorate the tournament, not simply preparing for a team’s next match.
Japan reportedly ranks second in Singapore, ahead of Germany. Chen Ruiyuan said the Japanese team’s popularity reflects regional support and the belief that Asian football can occupy a larger place on the world stage.
Germany’s presence near the top confirms the enduring strength of European football brands, but Japan’s ranking adds a more local dimension to the sales race. Fans are not only choosing the biggest traditional names; they are also responding to identity, proximity and aspiration.
The next test will come after the final, when demand is expected to continue around the winning team. Argentina may currently lead the retail race, but a late tournament run - or another Messi moment - could decide which shirt becomes the lasting symbol of this World Cup.