Blog: Adidas goes for Olympic gold
Leonie Barrie | 31 May 2011
While many of us here in the UK still seems to be in two minds about the London 2012 Olympics – with everything from the process of issuing spectator tickets through to the event’s supposed lasting legacy having the ability to stir up controversy – one person who’s in no doubt about its potential winning streak is Adidas boss Herbert Hainer.
Visiting the capital last week for the first time in four years, he waxed lyrical about how the event will be a springboard to overtake Nike in the UK by 2015, its ability to raise the brand’s profile globally, teaming up with fashion designer Stella McCartney, and its sustainable stance.
The Olympics sponsorship deal is thought to have cost the German sportswear group $201m, making this its biggest single investment in a UK sporting event. So it’s not surprising the firm has some ambitious objectives. Put into context, there is also a lot to gain, with success achieved at the Beijing Olympics in 2008 helping Adidas towards its $1bn annual sales goal in China.
Although Hainer admitted Adidas still looks at its involvement with each Olympic Games on an event-by-event basis, the firm has always had close links to the competition. Indeed, the first medals were won back in 1928 in shoes made by founder Adi Dassler himself.
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