FIFA World Cup: Brand Wars as Jersey Manufacturers go High-Tech

Forget the battle on the pitch. This FIFA World Cup, giants in the apparel industry are slugging it out to come up with the most innovative football jerseys to help players excel - and make hefty profits in the process.

updated: June 10, 2014 09:16 IST
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Paris: The fashion stakes will be high in Brazil for the next four weeks and it's not just the players wives and girlfriends who will be setting the pace at the World Cup finals.

As the hosts line up against Croatia in the opening match on Thursday in Sao Paulo it will also signal the kick-off of a fierce brands war which has been gaining momentum in recent years.

The strips worn in the first World Cup in 1930 when players in Uruguay wore simple jerseys and shorts made of natural fibres seem from another world.

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  • FIFA World Cup 2014
  • Football