My new article gave me some new info about my question.
http://find.galegroup.com/gic/retrieve.do?sgHitCountType=None&sort=DateDescend&tabID=T004&prodId=GIC&resultListType=RESULT_LIST&searchId=R7&searchType=&currentPosition=3&qrySerId=Locale%28en%2C%2C%29%3AFQE%3D%28KE%2CNone%2C6%29soccer%3AAnd%3ALQE%3D%28LU%2CNone%2C27%29%22Soccer%7Csports+Sponsorship%22%3AAnd%3ALQE%3D%28LU%2CNone%2C31%29%22Soccer%7Cathletic+Shoe+Industry%22%24&userGroupName=hins30136&inPS=true&docId=CJ230983795&contentSet=IAC-Documents&docId=CJ230983795&docType=IAC

• I learned that Nike has dropped significantly from 30.2 percent to 19.4
• While Adidas jumped to the top to beat out Nike 
•  Adidas is the 2010 top online brand
• a quater of online buzz was focused on adidas

Future questions:

• What has adidas done to be the best
• Why has Nike not been trying to be the best
• How has Adidas and Nike changed soccer