How Nike Stole The Biggest Sports Event In The World

This is how Nike hijacked the biggest sports event in the world.

In 2012 Nike decided against paying the insanely high price of around $200 million to become the official sponsor of the Olympics that were happening in London, and instead Adidas became the official sponsor.

This gave them the EXCLUSIVE rights to promote themselves with the Olympics and because of the super strict marketing laws, Nike wasn't allowed to promote themselves with ANYTHING related to the Olympics.

They couldn't even mention the words 2012 and London together because the exclusive marketing rights were bought by adidas.

Still wanting to capitalize on the event and promote themselves, Nike decided to use a genius and slightly evil marketing move called ambush marketing.

Nike ran a campaign called "Find Your Greatness" which showed everyday athletes competing in places from around the world called London, cleverly avoiding the strict marketing rules from the Olympic committee.

It was obvious to everyone who saw the ad what the message was about and the campaign went insanely viral, becaming the most watched ad related to the Olympics.

In fact, it was so successful that when people were asked who the official sponsor of the Olympics was, 37% of people said it was Nike and only 24% said it was Adidas.

[amitmukhi]

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[jlkataria]

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