FIFA World Cup: Battle of the Brands

Summary

Bloomberg's Tim Loh analyzes the World Cup brand competition, concluding that Adidas is the clear winner with both finalists wearing its kits and benefiting from strong preparation and the Samba sneaker boom. Andrea Felsted discusses the emerging trend of luxury man bags among football stars, highlighting LVMH's sports push and the potential for men's handbags to become a new growth category for luxury.

• Adidas and Nike had an even split in team sponsorships entering the tournament.
• Adidas was seen as better prepared, riding a Samba sneaker boom and rolling out early marketing campaigns.
• Nike faced internal problems and a last-minute campaign, but still had presence in the semifinals.
• The final between Spain and Argentina features both teams in Adidas uniforms, with star players like Messi also Adidas-sponsored.
• Luxury man bags, notably Birkins carried by Erling Haaland, are a new fashion statement among football elite.
• LVMH is making a major push into sports, aligning with the crossover trend of luxury and athletics.
• Men currently account for only a quarter of the handbag market, representing a significant growth opportunity.
• The trend favors larger bags, countering the recent mini-bag fashion, and could rebalance the luxury market.