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Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion

Adweek / 30 July 2026 / 14h ago

Culture Index

Score Breakdown

Relevance

9/25

Freshness

24/25

Authority

18/20

Brand Signal

11/15

Depth

2/15

5-Axis Cultural Radar

Adidas' Q2 marketing spend hit more than $1 billion as it went all in on the tournament with some help from Timothée Chalamet.

Adidas&#8217; World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion