Nike’s iconic Swoosh will be absent from Sunday’s World Cup final after Argentina’s semifinal victory over England ended the American sportswear giant’s hopes of having a sponsored team in the title clash.
The result hands rival Adidas a major branding advantage, with both finalists, Argentina and Spain, wearing its kits. Adidas backed 14 national teams at the tournament, while none of Nike’s 12 sponsored sides, including England and France, reached the final.
The timing is significant for Nike, which has been leaning on football to boost sales and visibility as it works through a broader business turnaround. CEO Elliott Hill has acknowledged that the company continues to face challenges, particularly in China, where weak demand has weighed on performance. Nike’s shares have fallen by nearly a third this year as investors await signs of sustained recovery.
“More important issues remain, including footwear innovation, inventory management, and stabilising sales and margins in China,” Morningstar analyst David Swartz said, adding that while Adidas gained valuable publicity, it was unlikely to materially alter Nike’s long-term prospects.
Nike said its ambitions in football extend beyond a single tournament, noting that it always hopes its athletes and federation partners progress as far as possible.
Ahead of the World Cup, Nike launched new Mercurial boots, collaborated with streetwear designers and refreshed football merchandise across more than 5,000 stores worldwide. The company said its “Rip the Script” campaign generated 1.5 billion views in its opening week, while sales of national team kits were 2.5 times higher than during the equivalent period of the 2022 World Cup.
Adidas, however, has enjoyed stronger momentum both on and off the pitch. Research firm M Science said the German brand has been gaining market share in the United States and Europe, aided by the World Cup but also by broader improvements in its business.
According to M Science, Adidas’ footwear market share rose to 19.2% in June from 16% a year earlier, while Nike’s continued to decline. Adidas had already booked around €250 million ($292 million) in World Cup product sales in the first quarter and expected a similar figure in the second quarter.
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Published on Jul 16, 2026