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Rivals Feel adidas Is Skirting
Logo Size Rules On Olympic Uniforms |
Nike, Reebok and Puma in a letter to the IOC in October demanded that adidas “be ordered to change its three-stripe designs on uniforms used in future Olympic Games,” according to the AP’s Rukmini Callimachi. The companies claim that Olympic uniforms with adidas’ signature three stripes running down the arm and pantleg are “a breach of the IOC’s marketing code, which allows sporting wear manufacturers to display logos that are a maximum” of 3.2 square inches. The companies noted that adidas “was asked to change the uniform design 1 1/2 years ago for the Athens Olympics but received an exemption after arguing it could not overhaul the uniforms in time.” Puma Corporate Communications Dir Ulf Santjer: “This is an advantage for Adidas. And for the other brands, it’s a disadvantage because we have less space to show off our logo, and so less product visibility.” But adidas said the stripes are a “design element” on uniforms and that the IOC “has allowed the three stripes to be worn on Olympic uniforms for decades, and it is unfair to challenge the design now.” adidas in a statement said, “For almost 40 years, the three stripes have been an integral part of the equipment provided by us to our Olympic athletes” (AP, 12/1).
