Shares of Nike and Adidas could score at the World Cup

Shares of Nike and Adidas could score at the World Cup

With FIFA projecting at least 5 billion viewers, the world's highest profile soccer event is a major opportunity for sports apparel makers marketing their jerseys, boots and other products with teams and individual players. Adidas shares lost 6% during the month-long 2018 World Cup, when heavily favored Germany, an Adidas team, was knocked out early and the FIFA tournament was won by France, a Nike team. Nike gained 4% during the same period, beating the S&P 500's 1% gain. In …