World Cup Jersey Wars Nike is the fiercest

The four-year World Cup football match is an important battlefield for the sportswear bowl competition

In the German World Cup, only six teams wear Adidas jerseys; Nike's "checkmark" will appear on eight teams, including five times the world champion Brazil; the symbol of Hummer's Cougars will appear In Italy, the Czech Republic and other 12 teams.

The adidas who sponsored the 1998 world champion France, this luck is not very good. Its sponsored teams such as Greece, Nigeria and China failed to appear in the German World Cup. However, Adidas is not so discouraged, it is still a FIFA partner. This means that Adidas will monopolize all sporting goods billboards in the 12 stadiums of the German World Cup. Industry insiders believe that this will offset the negative impact of the small number of sponsored teams.

Nike is getting fierce

How big is the World Cup market? According to the ticket sales of the German World Cup Organizing Committee, there will be 3.2 million people going to the scene to watch the game. According to Switzerland's Infront, which is the agent of the World Cup television broadcasting rights, the audience of all 64 games will exceed 32 billion. In the 2002 World Cup, it rose by 10%.

These numbers are stimulating businesses. Adidas and Hummer both claimed to set off the biggest market battle in history at the World Cup in Germany. Nike also said that it needs to invest more money than in the previous World Cup.

Nike and Hummer saw the World Cup as a great opportunity to challenge Adidas' dominance. For this reason, they do not hesitate to invest heavily. Nike deliberately chose Adidas's homeland Germany to launch the first wave of attacks. At the Olympic Stadium in Berlin, Nike released eight new teams' jerseys at one go. “This shows our determination that our goal is to be the boss of a football brand, both on the court and on the street!” said Nike’s head coach Charles Dunson.

The Hummer, which has a relatively small share, is not willing to sit still. It plans to open a franchise store in the sponsored 12-nation countries and invites Pele, the player who once passed Puma shoes in the player's era, to serve as the spokesperson. "We want to turn the situation of two strong hegemony into a Romance of the Three Kingdoms." Chief executive John Zetz has an ambition.