Nike Disappears? Absent from 2026 World Cup Final, Rival 'One Brand' Emerges as Biggest Winner on Field

The 2026 FIFA World Cup is underway, with national teams battling fiercely on the pitch, while the two giants of the global sportswear industry, Nike and Adidas, are engaged in an intense off-field marketing battle. According to a Reuters report on the 16th, after Argentina defeated England in the semi-finals, all 12 teams sponsored by Nike were officially eliminated from the final match scheduled for the 19th, meaning Nike will be absent from the championship game. In contrast, Adidas, which invested heavily to sponsor 14 national teams in this tournament, has secured a winning position by sponsoring both Argentina and Spain— the two teams advancing to the final—ensuring it will be the top beneficiary regardless of the champion. This outcome not only significantly boosts Adidas's advertising impact in Q2 but also presents a major market obstacle for Nike, which has been struggling to reverse declining market share amid challenges like weak performance in China and inventory management issues. Adidas Sponsors Both Finalists—Market Share Rises Significantly Market analysts, citing Reuters, note that this year's World Cup final has become a key moment for Adidas to showcase brand momentum. While Nike relied on popular teams like England and France, both of which were eliminated before the semi-finals, Adidas succeeded in dominating the world's largest sports stage by providing official apparel to both Argentina and Spain. Drake MacFarlane, an analyst at data firm M Science, assessed that Adidas, as an official World Cup sponsor, is clearly the winner in this year's footwear and jersey retail market. Data shows that, supported by strong retail momentum in the U.S. and European markets, Adidas's footwear market share in June rose significantly from 16% a year earlier to 19.2%, successfully capturing market share from Nike, which has seen continuous decline. Adidas executives recently revealed that pre-orders for World Cup-related products in Q1 reached €250 million (approximately NT$9.24775 billion), with expectations to maintain this high level in Q2. Nike's Campaign Achieved 1.5 Billion Views—Experts Still Worry About Core Business Issues Despite an underwhelming final lineup, Nike's pre-tournament marketing strategy achieved exceptional social media visibility. Nike launched two new professional football boots and refreshed football merchandise through collaborations with streetwear designers across over 5,000 dedicated stores and wholesale outlets worldwide. A Nike spokesperson stated, 'Our vision for football has never been limited to the outcome of a single tournament.' Nike's 'Rip the Script' World Cup campaign, featuring star player Kylian Mbappé and social media influencers, generated a staggering 1.5 billion views in the opening week and saw national team jersey sales reach 2.5 times the level of the same period during the 2022 Qatar World Cup. However, David Swartz, an analyst at Morningstar Research, pointed out that while sports marketing can deliver short-term exposure, Nike's core challenges remain deep-seated management issues such as footwear innovation, poor inventory control, and stabilizing sales and profits in the Chinese market. Intensifying Competition in Europe Tests Brand Sustainability As global investors grow increasingly impatient with Nike CEO Elliott Hill's progress in turning around operations, Nike's stock price has declined nearly one-third year-to-date in 2026. Although its Q4 revenue slightly exceeded market expectations, persistent consumer weakness in China and cautious financial forecasts continue to cast a shadow over the sportswear giant's recovery path. Analyst MacFarlane further noted that while the World Cup can provide a temporary sales boost, Adidas's current growth momentum clearly extends beyond a single sporting event, increasing competitive pressure on Nike in its European stronghold. As the June 19 final approaches, players from Argentina and Spain will face off on the pitch for national glory, while off the field, the battle for global market share and operational transformation between the two multinational giants will test their channel strategies and sustainability in the second half of 2026.