SBD/August 3, 2012/Olympics

Adidas Crediting "Take The Stage" Campaign For Boosting Olympic-Related Merchandise

adidas is crediting it “biggest ever UK marketing campaign 'Take the Stage' for lifting sales of London 2012-related merchandise" to around US$155.7M, according to MARKETING WEEK. This means that the sports manufacturer "has already recouped" its US$155.7M investment in sponsoring the London Games, with "further sales expected." The campaign launched earlier this year and has featured British athletes and celebrities including heptathlete Jessica Ennis, soccer player David Beckham and comedian Keith Lemmon (MARKETINGWEEK.co.uk, 8/3).

NECESSARY TO PREVENT AMBUSH MARKETING: The IOC has been diligent about preventing ambush marketing at the Olympics, and adidas CEO Herbert Hainer supports the effort. He said, "This is absolutely correct because as a sponsor, you put a lot of money into it. You spend it … helping them organize the Olympic Games and then you're granted some rights and the only thing you want is that these rights are respected. Not more, not less.” Hainer said the IOC and London have “learned that if this happens again,” such as when Nike inundated the ’96 Atlanta Games with its logo, “then no sponsor will be willing to pay any money anymore." He added, "From a commercial perspective, we’re doing very well. We have achieved already our objective and from the exposure … you see us everywhere” (“Squawk on the Street,” CNBC, 8/2).

NOT HEADING TO THE RUNWAY: REUTERS’ Hoang & Kirby note the adidas outfits that are worn by over 90,000 Olympic staffers have been getting less than kind reviews. The pink and magenta uniforms for 11,000 Olympics ambassadors "charged with helping visitors make the most of their time in various Games locations across Britain, were designed to stand out and reflect Britain's sporting heritage.” Meanwhile, more than 80,000 volunteers and officials are wearing purple and red uniforms designed by LOCOG. British designer and London Design Museum co-Founder Stephen Bayley called the uniforms “atrocious” and said that they "look as though they were made for a Sacha Baron Cohen parody." One Olympic volunteer said of the design, "Not very nice at all. Let's just put it this way: I wouldn't wear this garment to go anywhere outside these Olympics" (REUTERS, 8/3).
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