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SBD Global/July 7, 2014/Marketing and Sponsorship

Adidas Hopes For Germany-Argentina World Cup Final As Company Is 'All In'

Four teams remain going into the World Cup semifinals and "two wear adidas uniforms (Argentina and Germany) while the other two (Brazil and Netherlands) sport Nike outfits," according to Darren Heitner of FORBES. The battle between an adidas "willing to go all in or nothing and Nike’s 'risk everything' campaign is for a larger share of the soccer industry." With Germany matching up against Brazil and Argentina playing the Netherlands, "there could be an all-adidas Final on July 13." It "would be a major coup for adidas." Nike "may promote that it has risked everything with the World Cup, but the statement has more significance when applied to adidas." The brand "has manufactured every soccer ball used in the World Cup since 1970 and recently extended its partnership with FIFA to last through 2030 at a reported $70 million for every four years" (FORBES, 7/6).
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