Nike missed a potentially valuable World Cup finale after Spain defeated Argentina on Sunday, with both finalists wearing Adidas kits. Spain and Argentina had previously eliminated Nike-sponsored France and England in the semifinals, giving Adidas a stronger opportunity to benefit from fan demand for Lionel Messi and Lamine Yamal jerseys. Nike had positioned the tournament as an important opportunity to rebuild momentum in soccer under CEO Elliott Hill's renewed focus on sports, but the result may have limited merchandise revenue. The company also faced criticism over shoulder puckering on some jerseys and production delays that prevented certain tournament inventory from reaching retailers on schedule. Nike remains under pressure to recover from slower sales growth, with weakness in China and the Converse brand, while it sees a significant opportunity in women's soccer ahead of next year's Women's World Cup in Brazil.
adidas AGAdidas gains merchandise opportunity from both finalists wearing its kits, including demand for Messi and Yamal jerseys.
Nike IncNike missed the World Cup final, limiting merchandise revenue from fan demand for jerseys.