Saturday, 20 August 2016


I’m taking a brief look back at some of the Olympic Games and some of the shoes produced for the event by adidas. The Games was a premier event for adidas to showcase its new products and build the brands reputation, particularly during the companies early era where the product focus was entirely on sports shoes for athletes – no textiles, no apparel, no focus on the leisure and the market was still product driven rather than consumer driven. Worldwide media coverage ensured massive potential for promotion for the major sports brands and the competition between them was at its most aggressive and costly in the build up to and during the event.

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