Sports: July 2008 Archives

There's no Olympic medal for sports apparel marketing, but the race this summer between the category's top two brands is hotly contested. Ahead of the Beijing Olympics, Nike and Adidas are employing very different strategies to court the Chinese market. One key difference is Adidas' decision to invest in being an official sponsor of the games. This grants advantages like the right to use trademarked images (the rings, the event's logo, the words "Beijing 2008"), access to prime tickets and hotel rooms and the opportunity to set up hospitality......