Feature
Inside the sportswear giant’s master class in cultural marketing, real-time activation and star-powered storytelling.
by Leslie Blount July 24 2026
For the past six weeks and counting, the 2026 FIFA World Cup captivated the collective attention of billions worldwide. Fans, brands and analysts watched through elation, shock and heartbreak as 48 nations played 104 matches for soccer’s ultimate prize.
When Spain and Argentina emerged as the two finalists at New York New Jersey Stadium — playing before more than 80,000 spectators on-site, 63 million Americans and billions around the world and online — one brand dominated the spotlight regardless of the final score: Adidas.
