By David Owen
June 20 – All 32 teams at Russia 2018 have now played at least one match, making it time to take Insideworldfootball’s first look at the latest World Cup Battle of Brands.
One-third of the way through the competition’s group stage, four of the eight sports apparel brands supplying kit to at least one of the qualifiers have grounds for reasonable satisfaction.
Most pleased of all is probably Puma, three of whose surprisingly small four-team contingent – Serbia, Senegal and Uruguay – clocked up victories in their opening games in Russia. With the other Puma team, Switzerland, mustering a point against mighty Brazil, the tournament’s early stages could hardly have gone better for the big cat brand.
Among the small fry, Hummel and Errea have done best. Hummel’s sole team, Denmark, managed a somewhat fortuitous win over Peru, which is enough to put the brand top of the early competition table (see below). Errea may be even more delighted after their sole representative, Iceland, wrestled a point from Lionel Messi’s Adidas-clad Argentinians, hence continuing to exceed expectations.
While some of their most consistent World Cup performers of past years disappointed, Adidas can also be reasonably satisfied at securing an early edge in their heavyweight duel with Nike.
Starting with hosts Russia, half of their 12-team roster won, and while reigning world champions Germany suffered a stunning defeat, at least it was to another Adidas team, Mexico.
By contrast, half of Nike’s ten teams lost – and while England and France earned hard-fought victories, both Brazil and Portugal had to settle for a point.
With Russia last night all but ensuring progression into the competition’s knockout stages, the second round of matches is already under way, however, and the tables can quickly turn.
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