Nike is one of the more celebrated exponents of ambush marketing. Much to the embarrassment of London marathon sponsors, Asics, Nike purchased every bus stop poster site around the marathon course and ran unofficial advertisements featuring a disabled competitor at the 1997 marathon. The result of this was that the organizers of London City Marathon had to set up the angle of every camera recording the event in a manner that not one single Nike poster could be seen by the TV audience viewing the event. At the 1996 Atlanta Olympic Games, Nike set up a “Nike Village” opposite the Olympic Athlete’s village, they handed out Nike merchandise to spectators entering the event and bought up most of the advertising space in the city of Atlanta. This activity was to the huge detriment of the official sponsor of the games which was Reebok.
Nike is in the process of building a 9,182 square foot store in the London Designer Outlet, which is situated close to Wembley Stadium, which is a venue that will be hosting Olympic events. Although the store is not going to open until 2013, development will have progressed enough by the time the Olympics commence to display prominent Nike signage.
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