Nike Makes Plans for Olympic Marketing Push

02 July 2008

BEAVERTON, Oregon: The world's leading sports apparel and equipment maker, Nike, says it will unleash an advertising blitz around the upcoming Beijing Olympic Games, despite the Chinese authorities' crackdown on "ambush marketing" designed to protect official sponsors.

Nike has chosen not to go down the mainstream sponsorship route, but its sportswear is being by paraded by a number of Chinese teams and individual athletes.

In addition, says brand president Charlie Denson, the company's products are distributed in stores across 300 Chinese cities, where Olympic-related goods will be promoted.

He also promises "a pretty prominent [advertising] campaign that will run in China. It will run in all the different media vehicles".

BOCOG, the Beijing Olympics organizing committee, has made strenuous efforts to ensure that mainstream sponsors such as Adidas and Coca-Cola feel they are getting value for their hundreds of millions of marketing dollars.

It has banned coordinated groups of spectators from wearing uniforms or branded clothing at Games venues, and they will not be allowed to bring drinks.

Data sourced from Financial Times Online; additional content by WARC staff