;#Faculty News;# | HBR Blogs | 09
The World Cup Brand Winner: Adidas or Nike?
by Elie Ofek
With approximately 2.6 billion people worldwide following the 2010 World Cup, the spectacle has been a field day for marketers, each trying to connect their brand with the strong emotions fans have for their favorite teams. But the stakes are particularly high for those brands that actually sell football gear. Two contenders, Adidas and Nike, each have a shot at becoming undisputed market leader when the whistle blows on July 11 and the final game concludes.