Adidas, Nike Work on World Cup Strategy

Two major sports equipment and apparel companies hope to score their own points during the 1998 World Cup soccer tournament in France. Nike and Adidas--which generate a combined $12 billion in revenue--are rushing to sign up national teams to wear their logos during the upcoming soccer games. Nike, already official sponsor of the U.S. national team, has signed deals to put its “swoosh” logo on uniforms worn by current world champion Brazil, three-time winner Italy, the Netherlands, Russia and Nigeria. Adidas’ all-star lineup includes 1990 World Cup winner Germany; 1978 winner Argentina; and teams from France, Sweden and Spain. Adidas also has been named by FIFA, the world soccer body, as official sponsor of the World Cup. Adidas America executive John Fread, who quipped that the company name stands for “All Day I Dream About Soccer,” says Adidas wants to make “big strides” into the U.S. market during the tournament.