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Why You Can't Buy That England World Cup Jersey

Alex Webb
Why You Can't Buy That England World Cup Jersey

The advance of three unfancied teams (Croatia, Belgium and England) to the World Cup semi-finals has offered up its own test to the sportswear giants Nike Inc. and Adidas AG: How they’re coping with the shift to fast fashion. Both companies face increasing competition from upstarts who aim to cut the time it takes to conceive, design and manufacture sportswear. Nike calls it, in a wince-making sports analogy, the “Triple Double” strategy: twice the innovation, twice the speed and twice the direct connections with customers.