Nike winning the World Cup jersey battle, outwitting longtime rival Adidas

When the Fifa World Cup kicks off in Qatar today, 13 of the 32 participating countries will be playing in jerseys provided by Nike Inc., the most by any sportswear sponsor at this year’s tournament. This year, Germany-based Adidas AG will outfit only seven nations. This is only the third time Oregon-based Nike has outperformed Adidas, and the biggest gap Nike has ever held over its longtime rival.

Kit licensing deals are essential for sportswear companies in their quest to take a bite of the $30 billion global licensed sports merchandise market. For decades, Adidas had been the primary name on World Cup kits.

Countries with Nike deals include the host nation and the United States, as well as powerhouse teams like Brazil, England and France.