As anticipation builds for the 2026 FIFA World Cup, co-hosted by Mexico, the United States, and Canada, Mexico’s textile sector is undergoing a quiet transformation. Grupo Martex, a domestic manufacturer, has increased its daily jersey production by 66%, reaching 100,000 units. The surge is underpinned by a $35 million investment in modernizing its Irapuato plant and reflects broader shifts in global apparel supply chains.
The company’s expanded capacity will support the manufacture of five million jerseys for the tournament, up from four million during Qatar 2022. Martex supplies global sportswear giants Adidas and Puma, producing kits for national teams including Germany, Argentina, Spain, Japan, Portugal, and Mexico. The scale and complexity of this output highlight Mexico’s evolving capabilities in high-specification textile manufacturing.
This expansion is not merely a response to a one-off event. Martex anticipates a further 20% increase in production by 2027, driven by what it describes as aggressive investment plans from both Adidas and Puma in Mexico. Such commitments suggest that multinational brands view Mexico not just as a low-cost assembly location but as a viable hub for technologically advanced textile production.
Mexico is emerging as a regional hub for high-tech sportswear amid shifting global supply chain strategies.
Indeed, the jerseys produced incorporate features such as thermoregulation, moisture-wicking, water repellency, and antimicrobial fibers—technologies that require continual capital upgrades and skilled labor. Martex’s modernization effort underscores the increasing technical demands placed on suppliers in the performance apparel segment, where innovation cycles are tightening and product differentiation is essential.
The strategic logic is also geographic. With the 2026 World Cup taking place in North America, proximity to major consumer markets offers logistical advantages. This aligns with the broader nearshoring trend, as brands seek to reduce supply chain risks and improve responsiveness by relocating production closer to end markets. For Mexico, this presents an opportunity to deepen its integration into North American value chains beyond traditional sectors like automotive or electronics.
Yet challenges remain. Chinese manufacturers continue to dominate on cost and scale, and sustaining high utilization rates after the World Cup will depend on ongoing demand from global brands. Moreover, staying competitive in performance textiles will require sustained investment in machinery and process innovation—an area where capital intensity can strain smaller players.
Still, Martex’s trajectory illustrates how global sporting events can catalyze industrial upgrading when paired with strategic investment. Whether this momentum endures beyond 2026 will depend on Mexico’s ability to consolidate its position as a reliable and technologically capable node in the global apparel network.
