Shoes are displayed in the Nike store in Santa Monica, California, in this September 25, 2013 file photo. REUTERS/Lucy Nicholson/Files
RIO DE JANEIRO/BERLIN (Reuters) - Adidas might be attracting bad online buzz for its sponsorship of biting Uruguayan footballer Luis Suarez - but in the tussle to win the most World Cup social media play, the German firm says it is winning plenty of positive attention too.
With every tackle, save and goal, a simultaneous off-the-pitch marketing battle is being fought between official FIFA World Cup sponsor Adidas and arch-rival Nike Inc to dominate social media to promote their brands.
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