As millions tune in to World Cup matches this month, the battle of the sportswear sponsor is heating up behind the scenes
By Tim Loh /
Bloomberg
The US national soccer team navigated the early stages of the World Cup wearing their customary Nike kits, a partnership spanning thirty years. In the stands, numerous supporters opted instead for retro Adidas gear, a stylistic tribute to 1994, the last time the US hosted the global event.Adidas reintroduced the vintage jersey in March to capitalize on demand and steal thunder from Nike. It even got former star player Alexi Lalas, now a Fox Sports analyst, to unveil it.The ambush marketing shows how Adidas — soccer’s establishment brand after nearly six decades as a World Cup sponsor — is playing up the sport’s off-field appeal to score points in its perpetual battle with Nike.
A fan wearing an Adidas soccer jersey sits in a toy car with his dog outside SoFi Stadium for this year’s FIFA World Cup in Inglewood, California, on Thursday.
