Nike, Adidas, Puma, Kappa: this is how the national teams dress at the 2022 World Cup

The American brand is worn by 13 teams. For Messi here are the golden shoes, but in Qatar the made in Italy takes the field with Tunisia

Respect for tradition, above all. With some concessions to creativity, as in the case of Japan and Germany. Cases that end up in court (Cameroon) or social positions (Denmark), innovative brands that are icons in their own country (Iran). Only one Italian company (Tunisia) to demonstrate that in Qatar the made in Italy, which occupies a certain role in fashion, has a significant presence. But in the end, history trumps everything. And here the shirts worn by Brazil, Uruguay, France and Argentina are always the ones that catch the most. It is said that the Argentine one, made by Adidas, which will wear the Italian national team from 2023, is the best-selling. Here’s who dresses the teams present at the World Cup.


You travel on a monopoly regime of three companies: Nike, Adidas and Puma. There are only six brands that combine with other national teams and escape the rule and domination of the three best-known brands. Nike really takes the lion’s share with 13 teams: Holland, Qatar, England (which in the traditional white differs from the all-time classic with shades of blue), USA, Arabia, Poland, Australia, Croatia, Canada, Brazil, Portugal , South Korea, France. Adidas follows with seven: Wales, Mexico, Spain, Belgium, Germany, Argentina and Japan, for which a more innovative work has been done that recalls the origami with streaks present on the blue shirt. Puma defends itself well with six national teams: Switzerland, Senegal (the white one is beautiful), Serbia, Morocco, Ghana and Uruguay whose sky blue that gives its name to the national team is actually beautiful.


Who trusts other companies? Tunisia has chosen Kappa’s Made in Italy. This is how the Boglione family company represents us in Qatar. In Serie A it has two clubs: Empoli and Fiorentina. The cases that have caused the most discussion are those of Denmark and Cameroon. The historic Danish company, Hummel, has produced uniforms in which the logos were barely highlighted to protest against the violation of human rights and the black shirt is a sign of mourning for the workers who died on construction sites during construction for the Qatari event. Legal action has been taken in Cameroon. President Samuel Eto’o wanted to terminate the relationship with the French of Le Coq Sportif (contract until December 2023) and decided to rely on One All Sports which was only known in the motorsport field. In the end on the pitch the more than indomitable ′′ tameable ′′ Lions… they go on the pitch with One All Sports, but it definitely won’t end like this. Costa Rica’s red is produced by New Balance which has been entering football for a few years (Roma is in Serie A), while Ecuador’s yellow is made by Marathon. Iran, on the other hand, is dressed as Majid who is an authentic colossus in the country. Quite classic uniforms for a company that also makes Esteghlal kits. Majid Saedifar, the successful entrepreneur who manages the brand was first a physiotherapist for the national team, but also a Fifa agent. In short, a radical change.

The most beautiful

We have rewarded the classics, such as the orange Holland, the beautiful blue of France, the yellow of Brazil, the light blue of Uruguay, the typical chess of Croatia and the stripes of Argentina which with Adidas also has the symbol of the Leo Messi World Cup. For him (who also had a dedicated line of clothing from the German company, like Salah and Pogba) golden X Speedportal Leyenda shoes were made inspired by those that Pulce wore in his first World Cup in 2006. But the Germany kits with the black band in the middle and gold logos, Ghana with the number in front, Portugal, innovation with a red and a green part, and Japan, with the three-legged origami crow, like the federation’s crest crow, certainly deserve for research and deepening.

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About David Martin

David Martin is the lead editor for Spark Chronicles. David has been working as a freelance journalist.

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