Benefiting from Americans’ love of an underdog story, the FIFA World Cup’s return to U.S. soil is seeing a ramp-up in the houses-of-Dassler rivalry and smaller brands picking up endorsement share, while major players use the occasion for marketing and product activations. The move to 48 teams in the 2026 North American tourney, compared to 32 in the 2022 Qatar cup, has opened the door to more kit appearances from smaller players. Per usual, Adidas leads at 14 teams while Nike follows with 12. The duo covers the tournament hosts as ... Log in to view full article.