Brazil’s best player, Neymar has been draped in Nike apparel, but after an injury forced him out of the World Cup, the host nation’s chances of claiming the title and a win for Nike are looking very slim. Nike has a $7 million annual investment in the 22-year-old star, but now that he’s been sidelined for the rest of the games Nike will have to rely on another player with less charisma as its standard bearer.
According to one brand consultant, “Nike has been eating Adidas’s lunch all over the world for a long time now. It certainly appears Nike is going to overtake Adidas as a football (soccer) brand before too long. It is a question of when, not if.”
One the one hand, Adidas has spent millions of dollars showcasing its brand in the biggest sports tournament in the world. The market share is Adidas to lose. On the other hand, Nike is late to the party, but is catching up fast.
Whoever wins the battle for the hearts, minds, and wallets of fans across the world could depend on the nation that hoists the cup come Friday and the players on all four teams.