Olympic boost to business

As the start of this summer's Beijing Olympics attracts around four billion onlookers from over 200 countries, leading brands are tussling for the inside lane and marketing gold. Joe Ayling reports on how the 2008 Games take on extra significance given the economic momentum of host nation China.

Olympic torch shines on brands in Beijing

11 August 2008

CHINA: Li Ning shares buoyed by ceremony appearance

11 August 2008

Chinese sportswear brand Li Ning saw its share price bolstered by a star appearance from its founder during the Olympics opening ceremony in Beijing.

CHINA: Adidas eyes top spot as H1 sales rise 60%

7 August 2008

Sports goods maker Adidas, an official sportswear partner of the Beijing 2008 Olympic Games, today (7 August) said it is on track to achieve sales of more than EUR1bn (US$1.5bn) in China by 2010 – and that China will become its second-largest revenue earner after the US by the end of this year.

BELGIUM: Sports brands push for better working conditions

15 July 2008

Leading sporting goods brands including Nike, Adidas, New Balance, Umbro and Speedo are forming a ground-breaking joint working group with trade unions and NGOs to establish better working conditions across the sector.

UK: Nike in the blocks for Olympics advertising

3 July 2008

Nike will focus most of its advertising efforts on athletes and teams at the forthcoming Beijing Olympics - amid reports that it might not enjoy the television exposure afforded to official sponsors like Adidas.

US: Nike Olympic kit is “lightest ever”

2 July 2008

Members of the US athletics team at this year’s Beijing Olympics will be kitted out in Nike’s “lightest ever” apparel and footwear, aimed at reducing drag and helping athletes to run faster.

Chinese sportswear brands eye Olympic growth

10 June 2008

China’s home-grown sportswear brands will have their biggest opportunity yet to raise international visibility this year. But even as they vie for the best routes to Beijing’s Olympic Games coverage, most brands still remain closely focused on soaring domestic sales, as Dominique Patton reports.