PORTLAND, Ore. (AP) — 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.

The players, their boots and kits will be on display for billions across the globe over a monthlong window starting next week. Nike wants to make sure fans notice the swoosh. Adidas? Those three stripes. For Puma it’s that leaping cat.