Adidas Sees Spike In Twitter Followers Since London Games

Adidas has seen a 25% growth in its Twitter followers over the course of the London Games, according to Sarah Shearman of MARKETING MAGAZINE. The company, which was a tier-one domestic sponsor, "now has 117,973 followers for its adidas U.K. account, compared to Nike U.K.'s 14,578." Adidas started four non-paid for trends during the Games, including  #takethebaton during the Opening Ceremony. Data from Sysomos revealed adidas' official hashtags were mentioned 146,078 times over the 17 days of the event. Separate data from social video specialist Unruly showed adidas' top ads "have had more shares in social media" than Nike. Nike's top 10 most shared ads during the Games "gained a combined total" of 192,907 shares, while adidas' top 10 gained 226,866 shares (MARKETINGMAGAZINE.co.uk, 8/20).