Adidas World Cup gamble: The more successful the advertisement, the more anxious the capital becomes?

Advertising exploded, the sales of jerseys quadrupled, the sales of football doubled, and the sales of World Cup related products reached 1.7 billion dollars - Adidas' World Cup marketing seems to have won a win thoroughly. On the other hand, the marketing investment of 1.05 billion US dollars put pressure on profits, and the stock price also plummeted at one point. When a brand wins over consumers but fails to satisfy the capital market, where did Adidas win and lose in its World Cup gamble?