00:00There's a lot riding on this World Cup for both Nike and Adidas, but Nike needs victory most.
00:06The tournament is happening on Nike's home turf.
00:09It sponsors France, one of the favourites, and its star, Kylian Mbappe.
00:15Both companies have released blockbuster ads featuring plenty of celebrities and their top players.
00:23Spain's La Minha Mal for Adidas and Mbappe for Nike.
00:27Adidas is leading in sports-inspired footwear and clothing.
00:31Its footballing heritage, led by the Samba sneakers, means it tends to outperform in soccer.
00:39But its strength isn't just in streetwear anymore.
00:42It's gaining traction in the gear we wear for actual sport.
00:46The record-breaking winner of the London Marathon wore its super-light running shoes.
00:52Adidas CEO Bjorn Golden wants to use the World Cup to help Adidas almost double its North American sales to
01:00$10 billion.
01:02On the other hand, Nike CEO Elliot Hill has been at the company for about 18 months.
01:08Nike's turnaround is proving frustratingly slow, and its share price is at its lowest level for more than a decade.
01:16If Hill's strategic blueprint doesn't start to pay off soon, Nike investors may have to accept that it will never
01:24get back to its previous form.
01:26Still, with the World Cup in its backyard, and Mbappe in its camp, there's all to play for.
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