Which brand won the World Cup? Adidas moves ahead of Nike, but a coffee brand with Latin roots pulled off the big shock

By the time Ferrán Torres scored the extra-time goal that gave Spain its second World Cup in New Jersey, Adidas had already won the final. The German brand, one of FIFA’s commercial partners, supplied La Roja (its white second kit has become ubiquitous this summer) and also Argentina (it outfitted 14 of the 48 participating teams), and created the tournament’s official ball. Its main rival, the U.S. company Nike, technical provider for 12 teams, launched a campaign that featured Kylian Mbappé, Cristiano Ronaldo, Erling Haaland, LeBron James and Kim Kardashian, but it was left without a team in the final match. On the pitch, then, Adidas prevailed last Sunday. Deciding which brand emerged victorious from the World Cup in sales, advertising, and awareness, however, requires looking at other measures.

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