Europe EditionHow Nike Outsmarted Adidas at the 2012 Olympics Without Being an Official Sponsor
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How Nike Outsmarted Adidas at the 2012 Olympics Without Being an Official Sponsor
In 2012, Adidas dropped $150 million to become the official sponsor of the London Olympics. They expected their investment to translate into global dominance—massive brand visibility, exclusive rights, and an unbeatable position on the world’s biggest athletic stage. But then came Nike—with no official rights, no logo on the podium, and no access to Olympic branding. What happened next was one of the most brilliant marketing plays in modern hist…
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