Adidas wins World Cup race, but Nike kicks back at ground level

Frankfurt

WHEN Sami Khedira suits up to defend Germany's World Cup title in Russia next summer, his jersey will bear the three-bar logo of Adidas, which sponsors the team. But look at Khedira's feet, and you'll see Nike's swoosh on his Magista Obra II shoes.

The star midfielder is emblematic of a strategic shift in the decades-old sneaker wars.

While Adidas has edged ahead in the branding sweepstakes, with 11 national squads slated to sport Adidas jerseys at the Russia competition versus 10 wearing Nike, the latter has fought back at ground level, signing far more shoe contracts with top players.

The 32 World Cup teams were sorted into eight groups last Friday, though their player line-ups won't be finalised until next summer. But more than ha…