Puma and Nike are mounting strong challenges to soccer market leader Adidas in this year's World Cup, but with differing goals. Puma, which is sponsoring 12 of the 32 teams, wants to rank as a strong third to its two rivals, while Nike, a relative newcomer to soccer, is aiming to displace Adidas for the top market spot, via its support of Brazil and Ronaldinho, the world's best team and player.

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