The real battle going on behind the World Cup

Adidas may be an official corporate partner of the FIFA World Cup, but most of the host country’s national team players in Brazil are wearing Nike

This reality must sting for Adidas marketing types. Decades ago, the company launched the groundbreaking practice of paying athletes to wear its shoes, paying sports teams to wear its jerseys, and paying a league to use its ball, as Brendan Greeley reported recently in his Bloomberg BusinessWeek cover story.

But just like at the 2010 World Cup in South Africa, Nike has done it again.  Continue reading