The World Cup, a soccer festival, focuses on numbers such as the number of goals scored and points won, but a similar competition is taking place in the world of marketing. To attract attention at this tournament, Nike and Adidas are running bigger advertising campaigns than ever before. Nike's "Rip the Script" features Kylian Mbappé, Erling Haaland, Cristiano Ronaldo, LeBron James and more. Meanwhile, Adidas' Backyard Legends features Lamine Yamal, Jude Bellingham, Lionel Messi and Zinedine Zidane. These adverts look like Hollywood movies and are reported to have cost tens of millions of pounds to make.
Nike's ad has been viewed over 76 million times on YouTube, while Adidas' ad has been viewed only about 7 million times. Camilo Andrade, vice president of Nike, spoke about cultural change in the digital age, saying the ``Rip The Script'' campaign has become part of soccer culture.
Adidas has been deeply involved with the World Cup since 1970, and has recently attracted attention for its development in New York's SoHo. Adidas' flagship store is filled with World Cup-related products, and the brand has a strong presence in the city. Nike, on the other hand, is taking a different strategy, emphasizing the success of the New York Knicks.
As the fusion of soccer and fashion progresses, Adidas has gained support from the younger generation for its designs, and the Japan national team's away shirt has also become a hot topic. At the moment, Adidas appears to have the upper hand even in the United States, where Nike is based.
Ad campaigns for Nike and Adidas have not only boosted the brand's revenue, but also succeeded in winning the hearts of soccer fans. But we won't know until the World Cup is over which brand will ultimately dominate the market.
