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Adidas emerges as ‘clear winner’ of World Cup battle of the brands

Jump to contentThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged inAllNewsSportCultureLifestyleAdidas has emerged as the dominant brand in the World Cup final, sponsoring both Argentina and Spain, while Nike's hopes of having a team in the ultimate match ended with England's semi-final defeat.This outcome provides a significant visibility boost for Adidas, which outfitted 14 national teams in the tournament, compared to Nike's 12, none of which reached the final.The World Cup result underscores Nike's ongoing challenges, including years of shrinking market share, persistent weakness in China, and investor impatience, despite the company's significant investment in tournament marketing and merchandise.Morningstar analyst David Swartz highlighted that Nike's issues extend beyond World Cup publicity, pointing to deeper problems such as footwear innovation, inventory control, and stabilising sales and margins in China.According to M Science data, Adidas is the 'clear winner' in the athletic footwear and apparel market, with its share of the footwear market rising to 19.2% in June from 16.0% a year earlier, alongside robust World Cup product bookings.In fullIconic Nike swoosh will be notably absent from the World Cup finalMore bulletinsThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in

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