Nike Launches New Ad Featuring Mo Farah, Who Looks To Cash In On Gold

Nike has launched an outdoor advertising campaign celebrating Great Britain distance runner Mo Farah's "remarkable" two Olympic Gold Medals. The advertising campaign is to run on digital screens across London.The ad features the lower half of a distance runner -- although "this is not thought to be Farah himself" -- with the words "Twice the Guts. Double the Glory" (GUARDIAN, 8/13). In London, Kevin Eason reported that Farah has "unlocked the safe to riches." Farah is now expected to be worth at least £2M ($3.1M) in endorsements and appearance fees over the next year. Farah also could find himself "at the centre of a bidding war among organisers of marathons around the world," including London. The capital city "will want to lure the biggest draw in distance running to put some Olympic gloss" on their events. The price will start at £1M ($1.5M), but Farah will be "a willing entrant" to the London Marathon after "revelling in the massive support" from the Olympic Stadium crowds (LONDON TIMES, 8/13).