Mauricio Pochettino, the USMNT coach, has worn the same plain blue overshirt to all four of the team’s 2026 World Cup matches to date.
While nondescript, the garment has managed to inspire lots of fan commentary—some see a fishing shirt; some see a mechanic’s uniform; others see something a dad might wear to happy hour at his corporate job.
As the USMNT keeps rolling, however, a consensus has seemingly been reached: The shirt, made by Boss, is a lucky one.
And the shirt’s newfound fame is boosting sales for the brand
Boss told Front Office Sports that initial inventory of the shirt—which included hundreds of units—sold out “within days” of Pochettino’s first appearance in it during the USMNT’s 4–1 victory over Paraguay on June 12.
The company was able to restock ahead of the U.S. team’s Round of 32 match against Bosnia and Herzegovina on July 1, but as of Sunday night, the shirt is yet again sold out in all but two sizes.
Boss became the official businesswear partner of the USMNT just before the start of this year’s tournament. While the company declined to disclose specific sales totals, two nearly sold-out production runs of the $499 shirt would amount to hundreds of thousands of dollars in retail sales.
Demand is strongest, Boss said, in major metropolitan areas like New York, Los Angeles, Miami, and Dallas—all of which are World Cup host cities. The company also told FOS that Coach Pochettino’s overshirt is attracting a “healthy mix” of longtime Boss customers and first-time shoppers, with traffic to its website surging during and after USMNT matches.
But Boss isn’t the only brand seeing World Cup spikes.
Adidas’s Mexico kits are flying off shelves and selling like hotcakes on secondhand platforms like StockX—especially in the hours immediately following each of the Mexican national team’s wins to date. Nike, meanwhile, is offering discounted “Supporter’s Tops” after selling out of its official USMNT jersey inventory by late June.
Considered alongside the merch mania that swept New York during the Knicks’ Finals run last month, it’s clearer than ever that sports are supercharging events for clothiers of all kinds.
Ahead of the USMNT’s first Round of 16 appearance since 2002, supporters are calling for Pochettino to wear it again to keep the good vibes going.
