From my knowledge of the Nike, Nike was not beaten out by Adidas as the shoe sponsor for next year's Soccer world cup. As a matter affect Nike is sponsoring some of the world best soccer teams including the U.S. and some of the teams from South American countries, and Europe.
I'm with you on this. I've heard Phil Knight talk about the priorities for Nike, and among the top ones are: building a presence in world football; and increasing penetration in Asia. They've also locked up some prominent US soccer players and established a presence in youth soccer, so these investments should yield dividends over the long haul.