Adidas, Nike face off at World Cup

Nike is challenging Adidas for global soccer dominance in this year's FIFA World Cup that starts Thursday in Brazil.

This year's monthlong quadrennial tournament — the world's largest sporting event — marks the first time official FIFA partner Adidas isn't sponsoring the most teams.

"It's going to be very interesting how it all plays out," said Matt Powell of Princeton Retail Analysis. "Obviously with the team that wins, whoever has the license to make those jerseys sells millions."

Powell predicts Beaverton, Ore.-based Nike will overtake Adidas.

As a sponsor, Adidas is supplying the official 
"Brazuca" match ball and benefits from souvenir sales. But Nike is outfitting 10 teams to Adidas' nine. And Brazil — a favorite to win — is in Nike's stable.

Nike also isn't spending millions as a sponsor and got an early marketing bump with its "Winner Stays" video with Cristiano Ronaldo and other soccer legends, which launched in April and has more than 73 million views.

Locally, Gillette — a longtime World Cup sponsor from 1970 to 2006 — will be a major advertiser on 
Univision and ESPN's coverage, promoting its new Fusion ProGlide razor with FlexBall technology. Three of the Boston razor company's global ambassadors are playing in the tournament: Argentina's Lionel Messi, England's Joe Hart and Germany's Thomas Muller. Gillette launched special-edition country 
razors in soccer teams' national colors in February.

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