Eye-watering budgets are nothing new, but this year both Nike and Adidas have gone bigger and bolder than ever before in the fight for World Cup attention.

On name alone, Adidas Originals is easy to understand. The sub-brand focuses the bulk of its attention on retro reissues that include some of the most iconic designs in history — the Samba, Stan Smith ...

The 2026 World Cup features an intense rivalry between Adidas and Nike. Adidas holds an edge in soccer while Nike aims to connect across a wider cultural landscape.

Following the 2014 World Cup, adidas Football made an ambitious change to both the style and tone of its marketing. Eliza Williams talks to Florian Alt, Senior Director of Global Brand Communications ...