Nike last week launched its new Magista boot, based on the company's Flyknit technology in which the upper is made from knitted synthetic strands of material.
The technology has been used for Nike's running and basketball shoes and the aim is to create a lightweight product which is also durable. Spanish international Andres Iniesta and German Mario Goetze were involved in developing the boot and Edwards said players wanted a "barefoot with studs" feel.
Park players who want to emulate their World Cup heroes will have to dig deep into their wallets as the boot will cost $275.
(Read more: Hackers target Brazil's World Cup for cyber attacks)
There are only so many ways a soccer boot can be remade and new productsfrom Adidas and Puma draw on technologies and ideas that don't appear to differradically from what Nike is doing.
Adidas has already launched colorful "Samba" versions of its four main boots and will present its first "knitted" boot in mid-March. Hainer said the technology had the potential to revolutionise how and where Adidas produces shoes.
Puma, based in the same small southern German town as Adidas, wants the World Cup to underline a shift back to performance sports and away from fashion.
To that end, it has already launched a snug-fitting bright orange "evoPOWER" boot with yellow laces offset to one side.
"It inspired by barefoot beach soccer in Brazil," Torsten Hochstetter, Puma global creative director, told Reuters.
The ball that tweets
Technology is also being used in shirt design.
Adidas says its World Cup shirts are 50 percent lighter than previous ones. Eight teams will wear Adidas at the tournament in June, including world champions Spain, Germany and Argentina.
Puma launched shirts last week for the eight sides it is outfitting at the World Cup, including Italy, Switzerland and four teams from Africa. The tight-fitting jerseys feature built-in tapes designed to stimulate players' muscles.
"This is based on taping used by physios to provide compression and stimulation," Hochstetter said.
(Read more: INTERVIEW-Puma seeks to source goods closer to Western consumers)
Just like team coaches, the big brands are deploying a variety of tactics to try to gain an advantage.
Nike used a Brazil friendly match against South Africa last week to model two kits, playing in the traditional yellow in the first half before switching to a new blue outfit for the second half.
Adidas has stressed the importance of social media to its marketing campaigns.
In a sign of the times, its Brazuca official World Cup match ball has its own Twitter account offering its thoughts in English and Portuguese. Unlikely as it sounds, the ball already has over 100,000 followers.