Kim BhasinJul 11, 2026 – 12.00pmAs World Cup matches take place across the United States, Nike and Adidas, the two largest sportswear companies in the world, are spending millions of dollars in a duel over the future of soccer in America.The longtime corporate rivals see the tournament being played across 11 cities in the country as their biggest opportunity in more than 30 years to raise the sport’s profile and sell more soccer merchandise to a valuable market.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Fetching latest articles