Adidas and Nike have rolled out major advertising campaigns as official sponsors of the 2026 FIFA World Cup, set to take place across Canada, Mexico, and the United States. Adidas released a 5-minute branded short film called "Backyard Legends," featuring soccer stars Trinity Rodman, Jude Bellingham, and Lamine Yamal, along with actor Timothée Chalamet [1].
Nike responded with a sprawling epic commercial campaign, enlisting many iconic sport and entertainment ambassadors to build excitement for the event [1]. Both brands are competing aggressively for global exposure during the World Cup, leveraging their sponsorship roles to connect with diverse fanbases [1, 2].
Meanwhile, there is a rising trend among fans for retro and vintage soccer jerseys from past World Cups. Driven by fashion, nostalgia, and sustainability, jerseys from the 1980s through early 2000s have grown in popularity and resale value on platforms like eBay and Depop [2].
Younger consumers, especially those in Generation Z, show a particular affinity for 1990s retro kits. They value the cultural style of these older designs over official current releases, making vintage soccer apparel a notable subtrend [2].
Adidas launched its "Backyard Legends" advertisement before June 2026, spotlighting well-known players and a Hollywood actor [1]. Nike followed in June 2026 with their large-scale commercial campaign aimed at the World Cup audience [1].
The two brands’ parallel efforts highlight the high stakes of marketing around the World Cup, which draws attention from billions worldwide. Adidas and Nike will continue to promote their campaigns as the tournament approaches and during the matches themselves.
