Written by Megan Taylor, sports reporter covering international sports since 2020

World Cup ads have become a major side contest at the 2026 FIFA World Cup, with Nike and Adidas using star-heavy campaigns to win attention during football’s biggest tournament.

Nike’s “Rip the Script” campaign features Kylian Mbappe, Erling Haaland, Cristiano Ronaldo and LeBron James, while Adidas’ “Backyard Legends” includes Lamine Yamal, Jude Bellingham, Lionel Messi and Zinedine Zidane. The battle matters because both brands are trying to turn World Cup excitement into shirt sales, boot attention and wider football culture reach.

For more World Cup player coverage, read Folarin Balogun USA Rise Adds World Cup Edge Before Australia Clash, while official tournament details are available through the FIFA World Cup 2026 page.

Nike Wins Online Views

Nike has made the louder early online push, with its advert pulling in 76 million YouTube views compared with about seven million for Adidas.

That gap gives Nike the early numbers win online, but the wider contest is not limited to video views. Both brands are also chasing attention through athletes, social media clips, shirts, boots and physical retail spaces.

Adidas has a long World Cup history, dating back to the 1970 tournament when it made the Telstar match ball. Its 2026 campaign also leans into street football, nostalgia and players whose appeal runs across sport, fashion and music.

Adidas Pushes Hard In New York

Adidas appears to have made a strong early mark in New York City, where its Soho store has been covered in World Cup branding.

Its shirts and tournament merchandise have been more visible around Manhattan, helped by pop-ups and football-focused promotions. Nike’s nearby store has leaned more toward the New York Knicks after their NBA title win.

The kit race is close too, with Adidas supplying 14 World Cup teams, Nike supplying 12 and Puma supplying 11.

Football shirts are also moving beyond matchday wear, with younger fans treating them as fashion pieces and identity statements.

Stars Drive The Brand Race

Player deals remain a core part of the rivalry.

Lionel Messi has spent 20 years with Adidas, while Cristiano Ronaldo has been with Nike since 2003. Kylian Mbappe, Jude Bellingham, Lamine Yamal and Vinicius Junior also help shape where fans look first.