The Secret Battle of Football Brands

EURO 2024 is more than a football tournament-it's a marketing battleground. With over 5 billion viewers, brands like Adidas, Nike, and Puma are vying for attention. While Nike leads with 9 teams and Adidas with the best-selling kits, an unexpected player stole the show.
⏱ Timestamps
00:00 The Battle of the Brands
00:45 The Teams
02:18 The Players
03:15 The Outsider
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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[@AthleticInterest]

Good luck to England (Nike) and Spain (Adidas) for the final 🥳! Who do you think will make it?

[@OsifesoAdemolaBiznespreneur]

England will WIN!!!

[@diegorobles6628]

Netherlands 😜

[@Valinho666]

​@@OsifesoAdemolaBiznespreneurhahajahahahahahhahahahahahahahahahahahahahahahahahahahahahah NO

[@wewin850]

@athleticinterest , you consistently use a misleading map of Europe. Crimea is Ukraine, and its annexation is not recognized by Germany, the European Union, the USA, and the UN. That is, you are promoting Russian propaganda narratives to your audience. Is this your conscious position?

[@adityakamble3399]

Nike doesn't do well accept USA even they lost indian cricket team and adidas is current sponsor

[@pranabmaity919]

And Adidas is rocking in India

[@bluedragon3634]

​@@pranabmaity919And cricket in India is a big deal,and of course the country has more than 1 billion people so

[@sundaydriver15]

Nike is a very American brand to me, while adidas is European, it’s natural for them to dominate at Euro 2024

[@demonofpurgatory5188]

@@sundaydriver15 thats why nike make more they focus all these years an it hasn't got them nowhere now there trying there hand in basketball tonlate should have signed lebron for 100m 7 years in 2003 an they fumbled jordan

[@pessiescobar4707]

Erm sorry to break it down to you but Copa America final literally has 2 teams that sponsored by Adidas

[@demonofpurgatory5188]

@@pessiescobar4707 nobody watch copa america not much lost there but poor south american markets

[@bigenaryal1788]

@@demonofpurgatory5188 everybody except europe watch copa america, even americans and mexicans

[@demonofpurgatory5188]

@@bigenaryal1788 only diehard messi fans an the countrys in copa america messi

[@user-tf7cf1er2t]

Nike rapidly loosing weight in football in recent years while there stock price is plummeting.

[@demonofpurgatory5188]

Flase also addias has been losing stock aswell

[@demonofpurgatory5188]

Football brings them the most media value of any sport but it doesn't bring the most actual sales basketball bring actually sales an if china had social media more media value aswell

[@flameice816]

They are also losing weight in Cricket .

[@demonofpurgatory5188]

@@flameice816 cricket is a small sport 💀 when it comes to making profit off it puma only pay virat kohli 1m dollars while they pay neymar 30m an lamelo ball 10m cricket doesn't make profit

[@gyd1714]

​@@demonofpurgatory5188 no tf their Stock has been only up

[@amalgeorge806]

Chelsea's awful looking home kit for 24-25 shows how little Nike care. Barring one or two kits, all of their designs have been atrocious for years now.

[@av55544]

its not realseaed yet?

[@MrLeSa95]

​@@av55544it is and its horrific

[@kdog3788]

Totally agree. They used to make sleek and clean shirts , not the case in recent years.

[@Clintzino]

Nike only make good Chelsea training kits the home shirt is awful

[@ajantsmith6139]

That new Chelsea hit is atrocious, it gives that neon green zebra kit Arsenal had last season a run for its money.

[@nelsonromero6900]

So how did Nike lost? Your title makes 0 sense and you don’t explain anything. Literally you made a video showing the shirts and which brand has which teams but have 0 arguments and said nothing at all.

[@binickihrvtho8512]

This video is an ad for Check 24. Are you slow in the head?

[@god1y_editz7]

@@binickihrvtho8512 lmaoo

[@god1y_editz7]

i agree bro did not explain nothing💀

[@emikomina]

its just an ad for check24, this is a garbage video from a channel turning into garbage

[@alexanderhernandez71197]

It's call clickbait.

[@FerDeath]

I was in Germany during the Euros and Nike was depressing, they didn't have stock of anything, barely any Ads on the streets, nothing. I was in many cities (Berlin, Cologne and Munich) and couldn't find anything from Portugal. I wanted to buy a Ronaldo jersey and they didn't have nor fan or player version of home and away telling me it was sold out. Neither jackets, training stuff, nothing... They have Mbappe and Ronaldo and barely use right their stars, in every Adidas there was stock of jerseys and they push their stars like Bellingham, Kross and Messi selling jerseys with their names and having giant ads on the streets. It's no mistery that other brands are stealing they stars because they don't use them right and the stars themselves don't find them valued by the brand.

[@Hoggr343]

That's because Adidas is all over Germany. Adidas was the brand for the German Football team ever since the world cup was was created. Adidas has Warehouses located all over Germany. Most Adidas products, that you purchase online, started off in Germany! Nobody cares about Nike in Germany unfortunately 😅

[@Guitaronsofa]

Nike stores are the same in Dubai. Literally no specific sports wear - no football shirts, shoes or kit at all, not to mention no other sportswear either. They only have running shoes and general overpriced casual exercise-wear. I had to buy an england shirt from a non-official place just to get it. Adidas has it all FRONT AND CENTRE.

[@saber-san6270]

@@GuitaronsofaSame here even in America

[@saber-san6270]

And America is home of Nike

[@AtTheBridgePod]

Just look at the Chelsea home kit for 2024/25, that’s how Nike lost interest, awful kits

[@shadow_realm47]

Samsung kits were the best Chelsea kits ✨✨🤌🏾🤌🏾

[@nakulkrejimon]

@@shadow_realm47 especially that gold one

[@ImmortalKitsune]

I love seeing Nike lose, they wouldn't even care about football if adidas wasn't there making so much money.

[@timoscholts2042]

Haha you thought the finals would be Nl vs Spain, me too! But unfortunately it is england

[@AthleticInterest]

we just say that they shined on the pitch 🤓

[@aidygooner]

​@@AthleticInterest even English people are bad at speaking/understanding English 😂

[@Bigdaboss-pr2hv]

unfortunately netherlands had their chance but they fumbled

[@august44105]

@@Bigdaboss-pr2hvengland won with a ridiculous penalty. nl didn’t fumble

[@ivaylodragiev6080]

@@AthleticInterest Yeah, nice try! 😁

[@kurtwagner350]

Nike came with very boring uninspired kits overall. Feels like they really dropped the ball.

[@bastiantakuya9076]

The old title of the video "How Nike Lost European Football" , The New title "How Adidas bullied Nike" The content of the Video : Forget the titles. Lets talk about Check 24.

[@dinosutra]

Simple Messi : Adidas Loser Pencamel: Nike Hence, Nike Lost

[@IAmConorr]

Spain and Netherlands?!?!?!

[@aidygooner]

Listen to that part again unless you understand English which in that case you don't need to hear it again

[@TumeloFani-ex2wq]

IN YOUR DREAMS THIS IS ENGLAND 🏴󠁧󠁢󠁥󠁮󠁧󠁿😏

[@IAmConorr]

Group stage hardly impressive and then had an easy run in the knockouts until they lost to a team that have played horrendously all tournament… Hardly ‘shining’ from the Netherlands 🥴

[@aidygooner]

@@IAmConorr Holland scored double the amount of goals England did and had a harder group than England who scraped the weakest group. If you've reached the semis then you've generally had a good go in the tournament

[@BOT-MERC]

​@@TumeloFani-ex2wq 🤦🏼

[@TheAmazingStarLord]

Nike was and is still today the leading sports kit manufacturing brand throughout the world , does'nt matter how many shirts they were able to sell or how many of their sponsored players or team performed well in the Euros .

[@salvymemeguy998]

2014: You Risk Everything to Win Everything (Best Nike football ad btw) 2024: You Risk Everything to Lose Everything -From a Messi fan who has more Adidas Football gear ⚽️ ⭐️⭐️⭐️ 🇦🇷🐐

[@ZetaCG]

The Check24 Jersey became iconic in the german public, altough it was the cheapest one.

[@theinnocentturtle1236]

Nike kits this year are 🤮🤮🤮🤮

[@miguelaltunagajr6379]

I know ...I was wondering what happened

[@hii.o]

Its not jerseys anymore its like woolen sweaters.. isn't it

[@ovidiurapeanu2769]

So, Adidas won Euro and Copa America in 2024. Congrats!

[@asdfghjkl4278]

I think a large part of this is also how well Nike and Adidas used social media. I think Adidas has been killing it this tournament, taking candid pix from the game and using those as their media post, as opposed to the pre-fabricated & generic Nike post

[@demonofpurgatory5188]

@@asdfghjkl4278 300m followers> 30m followers

[@raghavkanoi6785]

Germany signed with Nike💔

[@Ulutv06]

Guys we can't allow a channel of this quality to have less than 1.5m subs 😭

[@IvanPrskalo]

I'm so glad Nike is losing Europe and football. It just doesn't belong to it.

[@Gudha_Ismintis]

Hummel: Been chillin on my jack jones since Euro 92

[@saurabbabu8093]

I have been following you since close to your channel's beginning, and your videos and content remains as top-notch as ever! But the highlight for me remains your outro -- yours are the only videos I watch right to the end because the outro music is beautiful and you always end your videos with the perfect tone/feel going into that music :) Keep up the amazing work!

[@arthurg4894]

How Nike is going to lose European soccer if it has Vinicius the best currently, Haaland and a Mbappe of 25 that is coming to Madrid. I don't understand.

[@pratikkumarjadhav9891]

Okay, how do you pronounce that Check Fienshwansee??

[@tomateman9581]

vierundzwanzig (ˌfiːɐ̯ʊntˈt͡svant͡sɪç if you can read phonetic letters)

[@yassinmokni8652]

it's twenty-four in German (Vierundzwanzig)

[@insights_universe]

Yes, and such a battle takes place in every sport, as well as in federations and even personally with each athlete

[@gost3480]

Interesting video but what does it have to do with how Nike lost European football???

[@simonstewart5277]

No. The reason people are distancing themselves from Nike is because they’re boring and overpriced. It’s that simple.

[@HuhWhat101]

I really like the research on this channel. But think this was rushed. Hopefully the next upload is back to normal.

[@ThamsanqaTLJ]

5 billion people doesn’t add up. Earth population is +7 billion you mean more than half of the population is watching Euros? This doesn’t add up, we will need breakdown for the numbers.

[@demonofpurgatory5188]

@@ThamsanqaTLJ inflated numbees for football as usually

[@ahmadlansari5224]

How? The German national team is going to be wearing nike instead of adidas next year. If anything, that tells you that adidad is not just losing, they're being humiliated

[@hashimihashim837]

the deal starts at 2027...so chill...

[@ak2009100]

BYD is officially sponsor of euro. And where are Germany automobile companies?

[@JacobGreen123123]

So way more than double are watching UCL final compared to euros final?

[@linusmuller9620]

Video should be called "how Check 24 won the Euros

[@AryanSingh-sn3dx]

And how is this video related to Addidas bullying Nike ?

[@santha_psk]

youtube should add tags for this type of advertisements

[@lfgx]

I wouldn't have minded a video called "the brilliant marketing idea pulled by Check24" and the compare it to Nike and Adidas numbers . Your visual and script would be pretty much the same just tweaked a bit. No one would have cared Instead you didn't answer the question you posed both in the video and title and did a sneaky and quite shaneful sponsored video without explicitly saying it. Tbh you didn't elaborate at all on the topic, just showed the euros bracket with how many each have and said that adidas kits are presumably nicer and their ads copies are better. Love your videos but do stuff like this often and you'll lose loyal viewers in the long run, it isn't my case today but keep note of it. This was pretty low quality content

[@AthleticInterest]

Thanks for your feedback. I get your point of view on the title but I promise you this was not a sponsored video. We just told the story as it is and thought it is a nice little anecdote that not that many people have heard of.

[@lfgx]

Understood. Keep it up my brother 👍🏼

[@EltonChiang]

but how they got the national logo on the jersey, isn't there copyright?

[@Rain_712]

It is another one If you look closely: Just the German eagle but no "DFB"

[@DarylSpykerman]

this mean Puma sold 5 million shirts too. Well played!

[@patriotmukmin2019]

Nike lost World Cup 2022 as well, but not a single video about it from the Athletic Interest. I am still waiting for the battle of the brands review in that tournament too.

[@AthleticInterest]

Here it is: kzbin.info/www/bejne/oXS7ioqVqKqWoKs Not sure you will like it though, we have a different conclusion because it was published before the final 😅.

[@patriotmukmin2019]

@@AthleticInterest Hehe, thanks mate, I remember I watched it during the tournament but I waited for your review after the cup ended. I wonder what your thought after the Messi's glory with the adidas-sponsored Argentina. But yes, in term of quantities, Nike is hard to beat. Even in the 2024 Euro, 3 of the semifinalists were Nike-sponsored teams. Adidas could only be happy with the final outcome when Spain won the title. Either way, I love watching your videos. They give me channel exercising my thoughts about sporting brands competitions. Keep up the great work mate!

[@dronesclubhighjinks]

Vini Jr is playing in the Copa America! Brazil lost to Uruguay in the quarterfinals. Fwiw I agree Germany has the best kit at the euros. The Colombian away kit in dark blue with gold writing, and the Canada away kit in off-white with red pinstripes are my top three for both tournaments combined. I usually love the Netherlands kit, but the socks, which were the correct shade, did not match the rest. This reminds me of my team when I was nine years old lol Anyway, thanks for the video! 🙏😁 Edit: grammar

[@_orodrigofernandes]

I think it was 5 billion views, not 5 billion people watching this tournament.

[@noodle3714]

One important thing I think you forgot, considering the brand war between Adidas and Nike, is that Adidas provides the game ball for the Euros and even for the World cup. Which makes Adidas present on the pitch, even if a non-Adidas sponsored team is playing.

[@Wladislav]

The biggest winner: Mizuno! I see you, Tijjani Reijnders.

[@emiliovaca142]

Adidas won the euro and copa America 😊

[@ozyman25-wn5yo]

This channel is becoming confusing. Changing title every day and not talking about title but for ads😮😮

[@senseikanacke69]

How exactly has Nike lost anything? the best teams are under contract with Nike. Nike has signed Mbappe and Haaland, probably the 2 best players in the world. There's no question that Lamine Yamal plays extremely well, but it's better to keep the ball flat for now. The Mbappe jerseys will probably far outperform the Bellingham jerseys.

[@moritz2692]

Amazing Video 😍 loving that you are informing about this. Public Viewing in German means something different than it does in English though :) just consider next time that in English it’s rather a public screening :) public viewing in English is something like watching a corpse in public

[@alkalinestoic]

This guy thinks Netherlands are in the final 💀💀💀💀

[@aayushguptaaa]

Amazing as always!!

[@speedsociety9177]

I am not so sure about your check24 claims in regards to using and selling the data, Europe has GDPR nowadays which makes these things a lot more difficult. All the rest is true though, big win for brand awareness, new users to market to etc.

[@jonahmaas3197]

When it comes to shining on the pitch, it's definitely Spain and Germany

[@sensationsasi]

Can you do a Dokumentation of the peak spanisch football ?

[@TumeloFani-ex2wq]

Athletic interest really fell off they don't post nowadays

[@MrReese]

I have been following the EUROs closely as usual but I did not even know about what Check24 did :D. I guess I am more interested in the actual football than anything else 😄. Also, what does that have to do with the title "How Nike Lost European Football"?

[@wafflemafia_reich]

Amazing and inforative videos! Keep it up

[@rrakesh22221]

Adidas is killing it under Bjoern Gulden. No bullshit approach of this guy and rootedness in sports is helping adidas emerge strong big time. The brand will only go stronger from here.

[@FinancialPitch]

great video!

[@jimsbooksreadingandstuff]

Spain are playing the most exciting football and they are wearing adidas.

[@WunderCook]

Spain 🇪🇸 and Holland 🇳🇱 are not playing in the finals together. England 🏴󠁧󠁢󠁥󠁮󠁧󠁿 won 2:1, do it will play integral final match.

[@NYCfrankie]

🇮🇹 playing in those Adidas jerseys felt wrong i remember the 94 and the 02 kits fondly also but the puma kits have been my favorite they won the 2006 WC in puma kits

[@AbdulRahim-cu7y]

Hey! are you looking to add a new editor to your team? I'm interested in joining.

[@TumeloFani-ex2wq]

U guys don't post nowadays what's going on

[@producedbypodcast]

You guys should make a feature length documentary! 🍿

[@rafajm]

I love your videos but not one mention of the fact the adidas jerseys made the players look like they were literally swimming from sweat and what that could do to the long term perspective of the brand was disappointing. The Puma Check24 is a great take but too easy and with the knowledge of the adidasVpuma rivalry, you could’ve done more

[@atharvbhagwat1844]

German football team still a big win for Nike

[@matthewjrhodes]

Nike had 3 teams in the semis. I'd say that's a win.

[@patera83]

Why did you put on beauty eyebrows on the players 🤨

[@suhailshabir2977]

Nike have also lost contract with Portugal football federation and puma is going to take now Portugal football

[@ir9935]

Spain and Netherlands shine in the pitch? This video was made before the semis?

[@joelmonteiro1419]

Wow, and they managed to do all that on a measly 100M € budget? Impressive!

[@ElRadioDJ913]

Adidas kits are better than Nike tbh

[@PhilangezwiZondo]

I would love for JB to win the Euro's but his national team is sponsored by Nike so Iam Spain 🇪🇸 supporter coz there are wearing adidas so go go Espania!!🎉🎉

[@oagsub2974]

That 3rd act twist tho 😮

[@DahunsiTemitope]

Spain and Netherleands?

[@umerkhan7412]

So basically check 24 did a china move😂

[@thomashil]

Had to dislike for the clickbait (thumbnail and title). Genuinely think this is an ad from this Check24 company.

[@AthleticInterest]

Sorry to hear that 😓. I can promise you this is not an ad, we just liked the anecdote and figured that not many people might have heard about it so it is worth sharing with you guys.

[@demonofpurgatory5188]

Nba finals had 400m viewers for the final average for 5 games

[@AthleticInterest]

wow that's impressive. where did you get that number from :)?

[@yigitaliaka4582]

Bro is pulling numbers out of his ass

[@demonofpurgatory5188]

@@yigitaliaka4582 these are real numbers worldwide

[@salomaonplanetsaturn]

Emmmm. It's the opposite. NBA ratings are falling down every season. A couple of million viewers for big games. Embarrassing 😢

[@demonofpurgatory5188]

@@salomaonplanetsaturn its worldwide viewership not js america

[@TumeloFani-ex2wq]

U GUYS DON'T POST A LOT NOWADAYS I LOVE WATCHING UR VIDEOS WHAT'S GOING ON 😂

[@Bruh-l9d]

Why didn't you mention Ronaldo for Nike?

[@inclinebench]

because Ronaldo is on his way out

[@demonofpurgatory5188]

Nike is know retired footballer no mater how many ig followers doesn't generates sales only media value thats why lebron is the most important current athlete for them

[@MuzunguFAMILY]

English or Spanish final

[@blossom9817]

I knew Spain and England was the final

[@automatedcryptoapp4573]

Obviously another brilliant video.

[@beckythompson2456]

"While Spain and the Netherlands shine on the pitch " 0:25 ??

[@samarthhiremath371]

Love your content bro ❤❤❤. But why are you inactive on insta ?

[@relaxo9306]

Now next Year Germany will be sponsored by Nike that is in my opinion is the biggest sign that there is something wrong with German Football...

[@eo1830]

Large Adidas emblem for the win.

[@anthonychu9229]

What did that have to do with Nike?

[@DahunsiTemitope]

certain sponsoring the euros would cost less than 100M

[@giorgikukishvili9767]

Lol I was waiting for this video after your haaland and mbappe video 😢

[@drogerflav6350]

Looking at nikes stock price might tell us nike is losing

[@shahinm2852]

purely based on entertainment this euros has been very boring especially compared to the WC.

[@pinapple9999]

Yet the Home country of Adidas has Nike kits. That must be personal

[@georgeobrien3541]

Spain and Netherlands? Looks like I’m unsubscribing. Know the facts man

[@floseither7275]

Wait you sound like you have a german accent🤔😊 Liebe Grüße, die Videos sind super

[@AthleticInterest]

Danke :)

[@leonardocerda3110]

What an inconsistent video.

[@EgeKilinc]

puma and adidas are the same company

[@thesacredflame663]

Tf you mean?

[@haronelghazi9776]

Just bad is crazy