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Adidas and Nike jostle for edge at the World Cup

The competition on the pitch has yet to start, but the fight over World Cup consumers is already intense -- and no more so than between the athletic companies that are jockeying for their once-every-four-years shot at the ever-growing worldwide soccer market.

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Italy coach Cesare Prandelli, right, talks with Italy forward Mario Balotelli during a training session for the upcoming World Cup at the Portobello training center in Mangaratiba, Brazil, Friday, June 6, 2014. Italy is part of Group D that includes Costa Rica, England and Uruguay. Italy will play England in Manaus in its opening match on June 14. (AP Photo/Antonio Calanni)
Photo by Associated Press
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