Nike Draws 76 Million World Cup Ad Views as Adidas Dominates Early New York Buzz
Updated
Updated · BBC.com · Jun 19
Nike Draws 76 Million World Cup Ad Views as Adidas Dominates Early New York Buzz
3 articles · Updated · BBC.com · Jun 19
Summary
Nike’s "Rip the Script" campaign had pulled about 76 million YouTube views by publication, far ahead of roughly 7 million for Adidas’ "Backyard Legends" spot.
That digital lead comes as both brands pour tens of millions into star-packed World Cup 2026 marketing, with reports putting Adidas’ production bill alone at about £50 million.
Adidas, however, appeared to have the stronger on-the-ground presence in New York, wrapping its Soho flagship in tournament branding and spreading pop-ups, stands and ads across Manhattan.
The contest extends beyond commercials to shirts and player deals: Adidas supplies 14 World Cup kits to Nike’s 12, while endorsements such as Cristiano Ronaldo’s nearly $18 million-a-year Nike contract underline the stakes.
Both companies say the World Cup’s scale makes it a crucial commercial battleground, but the real winner in market share and sales will only become clear after the tournament.