Nike Maintains Largest Presence At U.S. Track & Field Trials
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Nike Maintains Large Presence
At U.S. Olympic Trials In Oregon |
Several apparel companies were not accepted into the U.S. Track & Field Olympic Trials fan festival "because they compete directly with Nike, the Trials' sole gold-level sponsor," according to Sherri Buri McDonald of the Eugene REGISTER-GUARD. At the fan festival, Nike's tent "is awash in the swoosh," and Dick's Sporting Goods is only selling apparel with logos of Nike, USA Track & Field and the Oregon Track Club at its retail outlet at the festival. Eugene 08 co-Chair Greg Erwin: "Most anyone was welcome to participate, as long as they were not in direct competition or conflict with one of our existing partners." McDonald reports some rival apparel companies "have set up side attractions nearby," and while they are not officially part of the festival, they "certainly are showing their strength inside Hayward [Field] and on media coverage of the meet." adidas spokesperson Matt Dianella said adidas has 75 athletes competing in the trials, while Asics America PR Manager Heather Moening said Asics has 24 athletes in the meet. adidas and California-based track apparel manufacturer Pacific Coast Sportswear said that they were "deterred by the cost and restrictions of exhibiting inside the festival," so they instead set up booths at a nearby bar. Eugene 08 Media Relations Liaison Rita Radostitz said that the festival has drawn around 5,000-6,000 fans for each of the five days of the trials so far. Radostitz added that those figures do not "count ticketholders to the events inside Hayward Field, plus athletes or officials, who stepped out into the festival" (Eugene REGISTER-GUARD, 7/1).
INT'L IMPACT: Nike yesterday said that an "advertising blitz" around the Beijing Games "will not be affected by the efforts to curtail 'ambush marketing' by non-Olympic sponsors." Nike Brand President Charlie Denson said Nike during the Olympics would launch "a pretty prominent campaign that will run in China. It will run in all the different media vehicles." The FINANCIAL TIMES' Jonathan Birchall notes 22 Chinese Olympic teams "will be wearing Nike shoes or uniforms," and the company also is "sponsoring leading Chinese athletes," including '04 Gold Medal-winning hurdler Liu Xiang. Denson: "We're not looking at any relationship issues with regards to the Chinese government, or the Olympic committee itself" (FINANCIAL TIMES, 7/1).
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