Nike is the new brand leader to dominate the on-field presence during the FIFA World Cup 2018 quarter-finals.
With the elimination of strong contenders like Argentina, Spain, Colombia, Adidas is left with a mere three of its apparel brand partners in the last eight stage. The brand had started as the leader with 12 and maintained the top position with eight in the round of 16. However, the equation is changed as quarter-finals line-up is decided for the FIFA World Cup Finals 2018.
As the equation stands now, four the of the eight quarter-finalists will be on the field in Nike kits, three are backed by Adidas while Uruguay plays in the Puma kits.
In the World Cup of upsets, NIKE has toppled Adidas as the No. 1 apparel sponsor brand for the teams in the fray. Last World Cup was the only one in which Nike had sponsored more teams than Adidas. But the German sports brand bounced back nicely by sponsoring 12 of the 32 teams in the 2018 World Cup finals. With the completion of the penalty shootout between England and Columbia, the quarter-finals line-up was completed on late Tuesday night. But how well does this fair up for the sponsors?
The American sports brand Nike fielded with 10 teams out of the total 32, which comprised of blockbuster teams like France, Portugal and Brazil. Although with the advent of tournament, things were not looking that bright for Nike as they were going out of the hunt at the pre-quarters stage with only 5 of the 16 teams playing with their logo on the chest.
As the glorious uncertainties of the game stand, Nike came out on top for the quarter-finals showdown with 4 of the 8 remaining teams set to be in Nike kits. Having 50% of the remaining teams with their brands will give the American brand a lot of commercial mileage as the World Cup give them a positive vibe for the rest of the tournament. The remaining probable list comprises Brazil, Croatia, France and England.
The Nike vs Adidas tussle is far from over though. The next four matches potentially can change the leadership position yet again.
ADIDAS LOSES THE EDGE
The World Cup started with 12 teams wearing the German brand. That included the strong contenders like Argentina, Spain and Germany. The brands’ strategic investment was aimed at a strong possibility of the Grand Finale glory. But with Germany crashing out in the group stage, the tables turn south. Although the brand, downplayed the potential effect of World Cup 2018 on sales, but this would have definitely taken a toll on their revenues as Germany was solely responsible for roughly one-third of the estimated 9 million Adidas jersey’s sold at last World Cup.
The round of 16 still held some hopes for Adidas with 50% on field presence vis 8 of the 16 teams. This being the World Cup of “Upsets”, the quarter-finals line-up is left with only 3 teams that will be wearing the German brand. Belgium gives the strongest hope to push the brand through to the later stages.
PUMA THE LONE WARRIOR
Puma had started with four of the 32 World Cup finals being their brand associates. They are the kit sponsors of Uruguay, Serbia, Switzerland and Senegal. With Senegal and Serbia crashing out in the group stages only Puma’s hopes in the second round were piped in the direction of Uruguay and Switzerland. Uruguay came out on top against Portugal, but Switzerland’s defeat to Sweden meant that the South American nation will be the sole flag bearer of the German sportswear and shoe brand. The brand will be hoping for big things from the Uruguay team.
World Cup quarter-finals: Nike edges past Adidas in brand domination
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