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China-owned Puma and Kelme supply 27% of World Cup uniforms

2 brands' combined market share rivals Adidas and Nike

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asia.nikkei.com4 g fa

China-backed Puma and Kelme supply 27% of World Cup uniforms

Puma and Kelme equip 27% of World Cup 2026 teams, outfitting Bosnia-Herzegovina and Portugal respectively. This marks China's strategic shift from OEM manufacturing to brand ownership, challenging Western incumbents' grip on global sports equipment markets.

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cryptobriefing.com7 g fa

Adidas, Nike, and PUMA unveil World Cup 2026 kits ahead of tournament

Adidas, Nike, and PUMA have unveiled national team kits for the 2026 FIFA World Cup, collectively outfitting over 75% of the expanded 48-team tournament

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Timeline cronologica

1. martedì 9 giugno 2026·cryptobriefing.com
   

   Adidas, Nike, and PUMA unveil World Cup 2026 kits ahead of tournament

   Adidas, Nike, and PUMA have unveiled national team kits for the 2026 FIFA World Cup, collectively outfitting over 75% of the expanded 48-team tournament

2. venerdì 12 giugno 2026·asia.nikkei.com
   

   China-owned Puma and Kelme supply 27% of World Cup uniforms

   2 brands' combined market share rivals Adidas and Nike

3. venerdì 12 giugno 2026·asia.nikkei.com
   

   China-backed Puma and Kelme supply 27% of World Cup uniforms

   2 brands' combined market share rivals Adidas and Nike