The 2026 World Cup is being played on American soil, Nike's stronghold, and Adidas has a historic chance to take its market, its image and its domination. The two brands have already drawn out their weapons: marketing campaigns with opposing strategies, a war over official jerseys, limited editions and digital activation on a global scale. Decryption with Jonathan Lumbroso, former marketing director of Alven, one of the first tech investment funds in France, and founder of iytro.