Economy

World Cup  The Championship
Nike and Adidas are in a multi-million dollar battle for visibility

The World Cup is not just a battle between the world's national teams, it is also a showdown between some of the world's biggest sportswear brands. The BBC writes.

Nike and Adidas are both believed to have spent tens of millions on their campaigns ahead of the World Cup and so far it is unclear who is leading. Nike's star-studded commercial "Rip The Script" has far more views than Adidas's equivalent "Backyard Legends". At the same time, Adidas advertising is much more visible on the streets of New York, where the final will be played in a month. On the pitch, Adidas is behind 14 match kits – Nike 12.

According to brand strategist James Kirkham, the World Cup is a unique opportunity to be visible – and to sell.

- Right now, music, fashion, basketball, games and design are all part of football's orbit.

Direct flight London-Sydney underway: “Study jet lag”

How to make a 20-hour flight halfway around the world as comfortable as possible? Australian airline Qantas has analyzed the issue for many years and developed a specially adapted plane together with Airbus for the purpose. Now it is ready to open the first direct connection between Sydney and London next year, according to Bloomberg.

“We have studied how long-haul travel affects the body and what effects jet lag has on the body. We have plenty of data that we have integrated into our services and the travel experience,” says Qantas CEO Vanessa Hudson.

The aircraft fleet, which is based on the A350-1000 model, has been equipped with a wellness zone where passengers can walk around and stretch.

The flight will be the longest in the world.

Russian top on absence: “I really had a cold”

When the Central Bank of Russia announced on Midsummer Eve that it would cut the key interest rate, the central bank governor Elvira Nabiullina appeared in public for the first time in almost a month. The absence has led to speculation about her future, writes Dagens Industri.

Nabiullina herself claims that the reason for her absence from several appearances and meetings is that she was on sick leave.

– I can only confirm that I really had a cold. I lost my voice for a period, she says, according to the newspaper.