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• Nike is using the 2026 World Cup held partly in the United States as a strategic moment to restore its soccer business, which has suffered from eroding market share and declining sales under CEO Elliott Hill's leadership.
• The company is equipping 12 national teams, launching new Mercurial cleats, collaborating with local streetwear designers, and restoring wholesale relationships that had deteriorated under the previous direct-to-consumer-focused strategy.
• Adidas maintains a competitive advantage as an official World Cup sponsor supporting 14 teams and supplying the official match ball, with Mexico and Argentina kits emerging as top sellers among consumers.
• Retail displays at major sporting goods retailers show Adidas products gaining more prominence than Nike offerings, though Nike's updated merchandise and celebrity-driven marketing campaigns aim to shift consumer attention.
• Analysts warn that while the World Cup provides a visibility boost, Nike's fundamental business challenges require more than tournament momentum to address, with some questioning whether the event will meaningfully improve the company's financial trajectory.

An original AI summary — not the source text. Read the full article at the source.