Core Viewpoint - The marketing competition among sports brands has intensified ahead of the 2026 FIFA World Cup, with Adidas showcasing its new jerseys and official match ball at the China International Import Expo, aiming to leverage the event's global appeal to enhance consumer engagement and brand loyalty [1][3][8]. Group 1: Adidas Marketing Strategy - Adidas has unveiled jerseys for national teams including Germany, Argentina, Spain, and Italy, incorporating classic elements and climate-adaptive technology for the North American conditions [1][3]. - The company has sponsored 22 teams and aims to use technology to enhance player performance while also fostering a deeper love for football among fans through exclusive gear [3][4]. - Adidas' CEO has indicated a shift towards blending fashion with football, planning to launch a second away jersey that emphasizes style and cultural connection [4]. Group 2: Competitor Activities - Nike has introduced Aero-FIT cooling technology for its national team jerseys and has launched a promotional campaign featuring top players to build anticipation for the World Cup [4][6]. - PUMA has signed a long-term partnership with the Portuguese Football Association, planning to provide gear for all teams, reflecting confidence in the upcoming World Cup [6]. - Under Armour is focusing on coaching staff, having appointed Arsenal's head coach as a brand ambassador, indicating its strategy to establish a foothold in a market dominated by larger brands [6]. Group 3: Marketing Insights and Trends - According to Guoxin Securities, effective brand marketing is crucial for establishing long-term consumer recognition, with a noted correlation between marketing expenditure and brand performance [6][7]. - Adidas' marketing spending has historically been around 12% of revenue, with a recent focus on digital channels leading to a decline in brand heat, while a return to sports marketing during the 2022 World Cup resulted in over 50% growth in football category sales [7]. - The 2026 World Cup is expected to be the largest and most inclusive, with ticket sales exceeding 1 million, indicating significant consumer interest and potential for brand engagement [7][8].