Which brand won the World Cup? Adidas moves ahead of Nike, but a coffee brand with Latin roots pulled off the big shock

Which brand won the World Cup? Adidas moves ahead of Nike, but the tournament also elevated a broader set of brand “world cups” beyond matchday sales. The article says Adidas—FIFA commercial partner—supplied Spain’s kits and outfitted 14 of the 48 teams, while also creating the official tournament ball. Nike, technical provider for 12 teams, ran a high-profile campaign featuring Kylian Mbappé, Cristiano Ronaldo, Erling Haaland, LeBron James, and Kim Kardashian, but had no team in the final. On-pitch results favored Adidas last Sunday after Ferrán Torres’ extra-time goal helped Spain win New Jersey. Using LSEG’s The Retail World Cup: Adidas vs. Nike (dated June 22), Nike led early: 28% of Nike World Cup SKUs sold out in the U.S. vs. 7% for Adidas; Nike’s average garment price was $125 vs. $95. Brand Finance valued the FIFA World Cup 2026 brand impact at $5.2 billion, with $1.9 billion tied to sponsorship and $1.8 billion to broadcasting.