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Why Did Nike Put Kim Kardashian at the Centre of the World Cup?
As the World Cup approaches, adidas and Nike are telling two radically different stories about what football culture looks like now. Adidas has leaned into nostalgia, heritage, and the sport's next generation with startling confidence. Nike, meanwhile, has gone full celebrity multiverse, with Kim Kardashian sitting conspicuously close to the centre of the frame.
By Scroll Fashion Desk · 14 min read