Adidas is coming off a major World Cup moment, where it sponsored both Spain and Argentina. It soccer win could help it steal ...

Tell me if you’ve heard this one before: A big-budget blockbuster World Cup ad from a footwear giant features a laundry list of star players, celebrities, and a storyline that revolves around a big ...

Nearly everything on the field on Sunday will bear the German company’s logo. Bjorn Gulden, the chief executive, says he ...

The German brand rose 6% on the stock market throughout the tournament, and Morgan Stanley estimates it will earn an extra ...

What separated the breakthroughs from those that just blended in.

I love a good World Cup commercial. Who can forget Nike’s 2002 Secret Tournament commercial? Or this year’s Rip the Script? Stacked with soccer stars from the past and present, and handful of ...

Every World Cup has its big marketing storyline, and this year it’s playing out between two sportswear giants almost as ...

The 2026 World Cup highlights an intense rivalry between sportswear giants Adidas and Nike. Adidas holds an edge, sponsoring 14 teams to Nike's 12, and is an official FIFA global partner, supplying ...

England are gearing up for only the fourth World Cup semi-final in their history. As well as a shot at glory for Harry Kane, ...

For competing apparel brands Nike and Adidas, the World Cup is a golden opportunity, but one that finds the rivals in very different positions. An apparent recovery last October, when revenues ...

The 2026 World Cup Golden Boot race is uniquely competitive, with trophy sponsor Adidas directly vying against rival boot ...