The 2026 World Cup semifinals are not just Argentina, Spain, France and England -- “they are Adidas vs. Nike,” according to Procell & Beilby of USA TODAY. Two semifinalists are wearing Adidas and two are wearing Nike. Since 1986, Adidas has had “at least one team finish in the top three at every tournament.” Adidas has dressed “half of the teams to win the World Cup in the past 10 editions.” There have been 36 different brands for World Cup teams since 1986. Every tournament has had “at least seven unique kit providers.” This year had 13 -- a record since 1986 -- although the expanded tournament “likely factored into the increased figure.” Despite the increased variety, the end of the 2026 tournament “has primarily been all Adidas, Nike and Puma.” Only four other brands’ teams made the knockout stage -- Capelli, Umbro, Marathon and Kelme -- and “none reached the round of 16.” That means the last two rounds have been all Adidas, Nike and Puma. Two of the four semifinalists this year are wearing Nike: France and England. Argentina and Spain are kitted out in Adidas. Nike “may have already scored one major win” off the field, with the German national team “set to leave Adidas for Nike in 2027 in a breakup between two of Germany’s most prized institutions.” But if an Adidas team lifts the World Cup trophy in 2026, “the three stripes will still have the final word -- at least for now” (USA TODAY, 7/13).
World Cup semis double as Adidas-Nike showcase
