The unpredictability of the 2023 FIFA Women's World Cup, with the United States knocked out early and a first-time champion assured, is forcing major global marketers such as Adidas and Nike to move fast to adapt to shoppers' quick shifts in preferences and demand.

The tournament in Australia and New Zealand promises to be among the most popular standalone women's sporting events ever held, with FIFA expecting viewing figures of some 2 billion, despite time zone differences that have made it difficult for many Europeans and Americans to tune in.

Adidas and Nike and retailers like Dick's Sporting Goods and Fanatics have made significant investments in merchandise. Total sponsorship value grew to at least $349 million, from $342 million in 2019, according to GlobalData, with many brands aligning themselves with themes of women's empowerment.