Nike, Adidas battle for fan attention in World Cup

The rivalry between Adidas and Nike is heating up this World Cup, with both sportswear brands trying new tactics to increase sales and visibility.

While Nike continues its 30-year partnership as the official kit supplier for the US national team, Adidas has taken a different approach by reintroducing the vintage 1994 US jersey in March to tap into growing demand for retro merchandise.

Bloomberg Intelligence estimates that Adidas could generate $1.4 billion in tournament-related sales, with apparel demand already surging 31% year-on-year during the first quarter.

Adidas’s massive $800 million sponsorship with FIFA runs through 2030, with the 2026 World Cup accounting for $120 million of that total. Additionally, last year, its footwear division saw sales rise 15% from 2022.

Celebrity collaborations
Beyond traditional sportswear, brands are increasingly turning to celebrity partnerships to attract consumers. Adidas has launched a $160 Bad Bunny sneaker and a $350 snakeskin boot.

Nike is executing its “Rip the Script” campaign starring cameos from LeBron James, Travis Scott, Kim Kardashian, and several others.

Puma is also leaning into fashion, offering a $250 Ultra football boot designed by artist KidSuper, alongside a travelwear collection from streetwear designer Salehe Bembury.