Creative Soccer Culture

Brand Share of 2018 World Cup Kits

Qualification complete. Now that all 32 slots at the 2018 World Cup are filled, we've taken a look at each and every nation to determine the brand share in Russia next summer. Which brands have the strongest squads? Who has the favourite? And which brands are left ruing unsuccessful qualification campaigns?

The full 32 nations are shared between 10 different brands. Unsurprisingly adidas (12) and Nike (10) have the lions share, with the remaining 8 brands sharing the 10 leftovers.

In terms of nations that missed out on qualification then you'd have to say PUMA took the biggest hit with Italy falling at the last hurdle, as well as their investment in African clubs not producing a World Cup Finals appearance, with Ivory Coast, Ghana and Cameroon all sitting it out next summer. Nike too, will be feeling the damage of the USA, Chile and Holland all unexpectedly missing out. While adidas can sit smug with all their top nations securing qualification.


adidas Nations That Qualified: (12) Russia, Germany, Iran, Japan, Morocco, Egypt, Mexico, Argentina, Colombia, Spain, Belgium, Sweden.

Selected adidas Nations That Missed Out: Scotland, Northern Ireland, Wales.

adidas Summary: Job done as far as the Three Stripes are concerned. The only nations that missed out would have been considered bonuses if they did qualify. Argentina, Spain, Belgium and Germany will all be expected to reach the final stages and it never hurts to have the hosts on board. Home kits out the bag already for many. Things are looking solid for adidas.


Nike Nations That Qualified: (10) Brazil, England, Portugal, France, Poland, Croatia, Nigeria, South Korea, Saudi Arabia, Australia.

Selected Nike Nations That Missed Out: Holland, USA, Chile, Greece, Turkey, Algeria.

Nike Summary: Sure, the elimination of Holland, USA and Chile will hurt, certainly in terms of sales, but the Swoosh are still strong. Brazil, Portugal & France will be their best bet of lifting the trophy. We won't jinx England. Swoosh hype is yet to come as Nike are still awaiting the reveal of their key federations kit launches.


PUMA Nations That Qualified: (2) Uruguay, Switzerland.

Selected PUMA Nations That Missed Out: Italy, Austria, Cameroon, Ghana, Ivory Coast, Czech Republic.

PUMA Summary: After having 8 teams at the 2014 World Cup PUMA will be represented by just Uruguay and Switzerland in the 2018 tournament. Basically a middle of the road sweepstake that was just about worth parting with your £2 for. The fact that they missed out on an African nation qualifying will sting the brand, but that Italy play-off defeat is what'll hurt most.


Umbro: (2) Peru and Serbia will fly the Double Diamond to Russia. Umbro are used to being the underdog on the big stage in recent competitions and they'll embrace their status with two very different nations.


New Balance: (2) It was looking good for New Balance when the Republic of Ireland led Denmark in the play-offs but the return on their investment in the Irish will have to wait a little longer as they travel to Russia with just the Central American duo of Costa Rica and Panama.


Four remaining brands share the final four nations. Uhlsport will be represented by Tunisia, Errea will be proudly displayed on everyone's favourite underdog Iceland, Romai Sports have Senegal and Hummel back themselves by putting all their World Cup eggs in one big old Danish basket. 


The Creative Soccer Culture Brief

Sign up to our newsletter and we'll keep you in the loop with everything good going on in the world of Creative Soccer Culture.