On July 19, the most-watched competition in global branding will come to a close, along with the Fifa World Cup itself. At halftime on the field of play at the New York New Jersey Stadium, megawatt stars including Madonna, Shakira, BTS, Burna Boy, and Justin Bieber will take to the stage, co-signing a handful of designers. Behind the frenzy, fashion and sportswear labels will begin a wash-up on the success of their campaigns \u2014 some years in the making \u2014 analyzing everything from views, impressions, and consumer sentiment to hard-to-predict factors, such as star-player impact and team wins.<\/p>\n
For competition favorites, Nike and Adidas, return on investment will be scrutinized in micro-detail, guiding their approaches to future marketing in both sportswear and broader lifestyle categories. Adidas reportedly spent $67 million on its hero film, Backyard Legends, while Nike also splashed heavily on talent \u2014 Kim Kardashian, Kylian Mbapp\u00e9, Central Cee, and LeBron James, among others \u2014 for its competing short, Rip the Script.<\/p>\n
Meanwhile, Burberry unveiled a hyper-British, globally resonant campaign, A Good Sport, leaning on a cast of national and international names. Reformation joined forces with Umbro for a capsule of chic spectator separates. And Levi’s outsmarted Fifa\u2019s advertising bans for non-partners by posting its covered-up stadium logo on Instagram with a sassy, clapback caption, \u201cWelcoming the world to the beautiful [redacted] stadium!\u201d The post drew a record number of comments and shares for Levi\u2019s.<\/p>\n
Per Fifa\u2019s data, more than 50 million people across Mexico, Canada, and the USA watched the World Cup unfold during its opening weekend. Since then, record-breaking stats have come thick and fast. Kylian Mbapp\u00e9 achieved a sprint speed of 37.6 km\/h. Jude Bellingham, 23, became the youngest soccer player ever to play in 10 World Cup matches. And almost half of Portugal watched the country\u2019s match against DR Congo. With the rise in second-screen watching and secondary content \u2014 such as reactions, predictions, commentary, and styling formats \u2014 before and after the matches, the opportunity for brands has been enormous.<\/p>\n
According to Launchmetrics, the competition\u2019s buildup \u2014 April 1 to June 10 \u2014 had a total media impact value (MIV) of $5.6 billion, with Europe taking the lion\u2019s share ($1.5 billion), followed by North America ($1.4 billion), Asia ($1.1 billion), South America ($989.5 million), and the Middle East ($340.7 million). For context, this year\u2019s NBA Finals generated a $1.6 billion MIV, Roland-Garros hit $678 million, and the Monaco Grand Prix reached $403 million. Depop also recorded a surge in searches for \u201cworld cup jersey\u201d (+1,155%) and \u201csoccer jerseys\u201d (+954%) in the May-to-June period.<\/p>\n","protected":false},"excerpt":{"rendered":"On July 19, the most-watched competition in global branding will come to a close, along with the Fifa…\n","protected":false},"author":2,"featured_media":56163,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21254],"tags":[21290,4604],"class_list":["post-56162","post","type-post","status-publish","format-standard","has-post-thumbnail","category-adidas","tag-adidas","tag-latest"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/56162","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/comments?post=56162"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/posts\/56162\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media\/56163"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/media?parent=56162"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/categories?post=56162"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/germany\/wp-json\/wp\/v2\/tags?post=56162"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}