The remaining four teams present in Moscow chose as follows: Denmark wore Hummel, Peru – Umbro, Tunisia went with Uhlsport and Iceland had Errea.Īnd although Adidas was an official sponsor for the event, Nike is thought to have won the show with both the finalists – France and Croatia – wearing its designs.Īll the sportswear companies designed special edition uniforms, featured with unique typefaces to be worn by the teams they sponsor in Moscow.įor its twelve teams, Adidas decided to use a single font, designed in-house, with hardly noticeable differences between teams. Puma was chose by four national teams – Serbia, Senegal, Switzerland and Uruguay, while New Balance provided the equipment for Costa Rica and Panama. In this World Cup, an informal battle emerged between Adidas and Nike, with the first designing the official sportswear for 12 teams (Argentina, Belgium, Colombia, Egypt, Germany, Iran, Japan, Mexico, Morocco, Russia, Spain, Sweden) and the latter being responsible for the shirts on the backs of 10 national teams (Australia, Brazil, Croatia, England, France, Nigeria, Poland, Portugal, Saudi Arabia, South Korea). Although there are no institutional statistics, sports magazines estimate that the biggest soccer clubs sell roughly 1.5 to 2 million shirts a year.

The typefaces displayed on the backs of football superstars gathered in Moscow from all around the world had a strenuous task: how to achieve balance between the team’s history, with its traditional colours and ‘coat of arms’, and a new, fresh design, all while trying to mix in a pinch of Russian culture.Ībout 3,4 billion pairs of eyes tuned in during the 2018 World Cup, FIFA estimates, and it is precisely the ever-growing audience that has changed the way official football kits are now designed.

Font used by fifa