The World Cup is Nike's to lose versus Adidas

WHENTHE FIFA World Cup kicks off in North America in June, the trophy won’t be the only prize up for grabs.

- ANDREA FELSTED

Nike Inc. and Adidas AG will be battling on and off the pitch to win sales and to raise the profile of their brands in the US and around the world. With the games hosted in its home markets, and with Elliot Hill in place as chief executive officer for long enough to make a difference, the tournament is Nike’s to lose.

But Hill must see off the challenge from Adidas, led by Bjoern Gulden, who'll be looking to cement the German firm’s position as a leader in sports-inspired fashion and using the brand’s buzz to capture a bigger slice of the market for products that help footballers kick more powerfully.

With the World Cup spread across the US, Canada and Mexico, Nike has the natural advantage. North America is its biggest market, contributing more than 40% of sales in its most recent fiscal year. While the company is still struggling in China, helpfully Nike sales in North America are growing again. The company also sponsors the US and Canada teams. But it’s not just the sporting nations that matter these days.