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SBD Global/August 13, 2012/Olympics
Adidas Releases Video Of Team GB Stars Rocking To Queen
Published August 13, 2012
CAPITALIZE ON OLYMPICS: Adidas CEO Herbert Hainer drew a positive conclusion of the firm's involvement in the London Games. Hainer: "Our presence in and around the Olympic Games was fantastic. It translates into record Olympic merchandise sales and a record year for the adidas Group in the U.K. This clearly sets the stage for us to achieve market leadership in the U.K. by 2015." Spurred by demand for Olympic and Team GB products, sales in the U.K. for the company were up 24% currency-neutral for the first half of '12. Olympic license product sales in the U.K. were up 250% compared to Beijing in '08. On a global level, adidas group sales increased 11% on a currency-neutral basis or 16% in euro terms to €7.3B ($8.9B) for the first half of '12. As official sportswear partner of London 2012, the company outfitted more than 80,000 Games makers with sustainable products, supplying kit for 3,000 athletes competing in 25 out of the 26 Olympic sports and by working together with 11 national Olympic committees, among them the most successful Team GB of all times. Hainer said, "I can only admire the enthusiasm Great Britain brought to these Olympic Games" (adidas).
MOVE IT: Also in London, Mark Sweney reported that the BBC "was forced to reposition cameras" in its Olympic Park studio, after giving free advertising to "controversial" TOP sponsor Dow Chemical in the buildup to the Opening Ceremony. The BBC production staff "had to make the hurried adjustment" after a Dow Chemical giant billboard wrap on the outside of the Westfield Stratford shopping center was "clearly visible" to viewers through the studio window, which breaks the broadcaster's editorial guidelines (GUARDIAN, 8/10).