In 2012, Adidas secured the London Olympics title sponsorship for $150 million, gaining exclusive rights to Olympic symbols and terminology.
This investment was supposed to lock up the sports marketing spotlight for the brand and shut out its competitors.
But Nike had other plans.
Through a series of clever, guerilla-style tactics, the iconic sports brand managed to hijack public attention and come out on top.
How Nike Flipped the Script
1. Many Londons
Olympic rules barred non-sponsors from featuring Olympic athletes or mentioning “London 2012”.
Nike’s brilliant solution? A global campaign called “Greatness for Everyone” that showcased everyday athletes in other cities named London worldwide — from Ohio to Jamaica.
2. A Parellel Narrative
In addition, by declaring “greatness is for everyone”, Nike tapped into the Olympic spirit without breaking rules, offering an inclusive message that ran counter to the typically elite, sponsor-heavy Olympic narrative.
3. Neon Shoe Invasion
Although the event was sponsored by Adidas, athletes were free to choose their own footwear. Nike pounced on the opportunity and outfitted hundreds of athletes with a pair of eye-catching neon green shoes called “VOLTS”.
These shoes were impossible to miss on TV broadcasts, effectively turning athletes into walking billboards for the brand.
The Results
Using these strategies, Nike surpassed Adidas in several crucial areas:
- Nike was mentioned in 16,000 tweets linking the brand to the Olympics, whereas Adidas was mentioned in only 9,000.
- Nike attracted 57,000 new social media followers, while Adidas garnered just 12,000.
- 37% of respondents thought Nike was the official sponsor, compared to just 21% for Adidas.
Big Takeaway
Faced with marketing restrictions, Nike found a way to turn constraint into creativity. They crafted a parallel Olympic narrative that sought to redefine greatness and celebrate the everyday athlete.
The result? A campaign that felt more authentic than official messaging and packed a far greater viral punch.
For product marketers, the lesson is clear: If your ready to get creative, your biggest marketing challenge (a competitor’s stronghold, a limited budget, etc.) could be your greatest opportunity.
.png)
.jpg)
