How much the same shirt's price changes from store to store
We compare the final price —item plus shipping— of the same official shirt across different stores. These aren't estimates: they're the real prices the stores publish in their own catalogues, recalculated every time the site updates.
Data updated on October 28, 2026 · 298 shirts · 5 stores
11.6%
average gap
between the cheapest and the dearest store for the same shirt
26%
of the shirts
have a price gap of 20% or more between stores
€42.34
largest gap
found on a single shirt, between two official stores
5%
cost the same
everywhere they're sold: comparing almost always changes something
The biggest gaps
The ten shirts where the most money separates the cheapest store from the dearest. Same official product, same season, final price with shipping included.
Which store wins most often
Of all the shirts each store sells that are also sold elsewhere, how often it comes out cheapest. Regional mirrors of the same store (FootStore ES and FR, adidas ES and PT) count as one. With few comparisons the percentage says little: check the comparisons column.
| Store | Times cheapest | Win rate |
|---|---|---|
| SportIsGood | 173 / 266 | 65% |
| Forum Sport | 26 / 45 | 58% |
| BSTN | 2 / 7 | 29% |
| FootStore | 82 / 296 | 28% |
| PlanetFoot | 15 / 91 | 16% |
The same adidas shirt costs different amounts by country
adidas sells the same item, with the same manufacturer code, in its Spanish store and its Portuguese store, and the final price doesn't match. Sometimes the gap is just shipping; other times it's tens of euros, and the same store doesn't always win.
How it was calculated
The study recalculates itself with every catalogue update. These are the criteria, chosen so the result isn't inflated:
- Identical items only: we compare only offers that share the same manufacturer code, which each store publishes and which differs between the player and fan versions. That way two different products are never mixed, and every row in the table can be checked.
- Current-season shirts only. In retro, the genuine period piece and the modern reissue live side by side and aren't the same product: comparing them would produce huge but false gaps.
- Euro prices only. Comparing a dollar price against a euro one requires converting, and the conversion introduces an error we don't control.
- Official retailers only. Marketplaces are excluded, where price depends on the seller and the item's condition, as are unlicensed replica shops.
- Final price, not sticker price: shipping is added. A cheap store with expensive shipping can end up costing more.
Using this data
The data is free to cite. If you use it in an article, we'd appreciate a link to this page, which updates itself and always shows the current figure.
Football Cult, “How much the same shirt's price changes from store to store”, data from October 28, 2026.
https://football-cult.com/en/estudios/precios-camisetas
