Although Adidas is the official sponsor of the World Cup, Oregon's own Nike has proven to be a worthy opponent.
Both companies have embraced viral marketing and television ads featuring prominent celebrities in their quest to create a buzz about their World Cup merchandise.
Nike's campaign centers around the three-minute "Write the Future" spot, which shows World Cup players like Cristiano Ronaldo and Wayne Rooney with their fates pivoting on their performance on the field.
Nike -- which also owns Umbro, the British soccer brand -- is also trying to engage soccer fans with a towering 30-story LED display installed on the side of a skyscraper in Johannesburg. World Cup fans can write short messages through social networking sites such as Twitter and Facebook, and 100 of those are displayed on the side of the building every night.
Read more at OregonLive.com.