In the 1998 World Cup, it was the turn of Nike's main rival to have its failures embarrassingly highlighted: this time, it was " the Curse of Adidas: Even Zidane has joined the flops".

BBC: England cricket team: The sponsorship gamble

Mr. SETH STEVENSON (Ad Critic, Slate Magazine): The 2006 World Cup kicks off on June 9, and Nike and Adidas are already girding themselves for a marketing battle.

NPR: Slate's Ad Report Card: Soccer Stars in the Spotlight

Nike also has a double whammy of an opportunity in Brazil, with the coming World Cup in 2014 and the Olympics in 2016.

FORBES: Nike's Massive BRIC Opportunity: China Turning Around And Brazil's World Cup And Olympics Could Take Stock To $80