Adidas Will Provide Kits For 12 World Cup Teams, Nike To Outfit 10

Adidas "can declare itself the winner" over Nike in the upcoming World Cup as it is outfitting 12 teams compared to Nike's 10, according to Emma Thomasson of REUTERS. However, the German brand expects "only a limited financial impact," partly because this year's World Cup takes place in Russia, where the economy "is in the doldrums." After Nike outfitted more teams for the first time in Brazil in '14, adidas "fought back," this year sponsoring "strong contenders" like Germany and Spain, along with host Russia. Nike is supplying shirts for Brazil, France and England, among others. While team deals are important for sales of football jerseys, "more critical for sales of boots is the sponsorship of top players." Nike expects 60% of all players heading to Russia will be wearing its boots (REUTERS, 5/30).