The Anatomy of a World Cup Kit Launch

The humble jersey reveal has become a global marketing festival, featuring splashy IRL events, celebrity guests and rollouts stretching half a year.

Hi everyone, welcome back to SportsVerse, my twice-weekly newsletter that tells stories you can’t find anywhere else about the intersection of sports, fashion, business, and culture.

The football world is abuzz with talk of World Cup kits.

Nike, Adidas and Puma — which, between them, design and manufacture the playing kits and training apparel for over 9…