The U.S. national soccer team navigated the early stages of the World Cup wearing their customary Nike kits, a partnership spanning thirty years. In the stands, numerous supporters opted, instead, for retro Adidas gear, a stylistic tribute to 1994, the last time the U.S. hosted the global event.
Adidas reintroduced the vintage jersey in March to capitalize on demand and steal thunder from Nike. It even got former star player Alexi Lalas, now a Fox Sports analyst, to unveil it.
The ambush marketing shows how Adidas ¡ª soccer¡¯s establishment brand after nearly six decades as a World Cup sponsor ¡ª is playing up the sport¡¯s off-field appeal to score points in its perpetual battle with Nike. While it benefitted from Lionel Messi and his Argentina team winning the last World Cup, Adidas is increasingly trying to drive sales through retro soccer products and collaborations with celebrities and fashion designers. The Bad Bunny F50 Ghost Sprint soccer sneaker, which the musician wore in Adidas¡¯s World Cup advert, will go on sale for $160 ahead of the 2026 final.
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