Sports cooling wear market rebounds with World Cup heat

The 2026 World Cup teams are facing a crisis due to an unprecedented heatwave in the United States, with temperatures expected to reach 38°C along with high humidity, threatening players' fitness and posing logistical challenges. In response, sports gear companies are developing advanced cooling technologies, such as Adidas' "Climacool," which is based on Formula 1-inspired technology to help protect players from heat stress. The sports cooling technology market is experiencing significant growth, with cooling apparel prices ranging from $30 to $500 depending on the technology and level of elite performance targeted.

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