Puma, dark horse

But the dark horse here is another German brand, Puma, which has created a niche for itself by kitting out skilful African nations in fetching lycra all-in-ones. Puma has no fewer than 12 teams in the World Cup, including Ghana and Iran.

There are rumours that Nike may respond to Adidas’s acquisition of Reebok by snapping up Puma, and there may be a natural synergy between the two firms: a shared loathing for Adidas. Puma was created in 1948 by Rudolf Dassler, estranged brother of Adi Dassler (who shortened his name to create ‘Adidas’). The two companies still have their headquarters in the tiny Bavarian town of Herzogenaurach.

Puma pioneered the idea of signing up stars when, in a seventies World Cup final, Brazil’s Pele stopped the referee at kick-off to bend down, tie his shoelaces, and show the world his shiny new Puma boots.