U.S. market leader Nike and German rival adidas are "locked in their own Olympic battle to boost athletes' performance and squeeze maximum value" out of next month's Summer Games, according to Bryan & Weir of REUTERS. Olympic venues do not have perimeter advertising, making the suppliers of kit and shoes "the most visible brands when the eyes of the world are on the Games." Brand analysis company Repucom Int'l President Danny Townsend said, "This puts the likes of Nike, adidas and Puma firmly in the spotlight in the most emotionally-charged moments." Adidas has "invested heavily" to be the official sportswear partner of the Games. Tens of thousands of volunteers and Olympic officials will wear its products. That comes on top of "a long-standing deal to provide the kit for a British team." Adidas estimates the interest generated by the Games will bring it an extra £100M ($157M) of sales in the U.K., giving it a boost in its attempt to overtake rival Nike as market leader there. Nike, which sponsors the U.S. Olympic team, said that the Games "give it the chance to build a buzz around its products." Nike Head of U.K. PR and Communications Ryan Greenwood said, "Its like a concept car model -- we get to debut these innovations on the world's best athletes, then commercialise the opportunity by providing those technologies to athletes everywhere" (REUTERS, 6/20).
