They just ride on the coattails of the Olympic movement

Given the constraints that the IOC places on nike air max pas cher advertising, companies have to get creative. “In essence, they haven’t paid for the rights, or they haven’t secured the privileges to call themselves an official sponsor, ” said Martyn. “But for some reason, the public develops an association, because of the marketing campaign, with them to the Olympic Games. ”Over the years, there have been many cases of ambush marketing at the Olympics. And it is likely to continue, says Martyn. “If history is any indication, there’s a lot of effort of maximizing (a sponsor’s) association (with an athlete) and stretching that affiliation as far as possible before someone says you’ve gone too far, ” said Martyn. But while Nike achieves marketing success, its strategy could cause concern for the International Olympic Committee. Noting that Nike is much more inside the “Olympic house” than it used to nike air max boutique en ligne be in terms of sponsorship, Martyn predicted the IOC will continue its efforts to increase Nike’s Olympic-related investments instead of cracking down on its unofficial marketing activities. Attempts to punish ambush marketers, he added, have not been successful because of the public backlash. Bill Cooper, former director of commercial rights management for Vancouver’s Olympic organizing committee, said Nike has produced an “iconic” shoe with the Volt. “And to reach that visibility is probably quite strategic, ” said Cooper, who also managed and protected the Olympic brand for the Canadian Olympic Committee in 2010 and still consults for the COC. “Obviously, this summer, the focus on athletics is a great opportunity for sport manufacturers to drive product sales. So they’re going to do their best to exploit that consumer enthusiasm and launch products that are visible and iconic and, hopefully, have that translate into sales. But Cooper said it’s dangerous to vente nike pas cher call Nike an ambush marketer. “It’s tricky with Nike, because Nike contributes a phenomenal amount of (financial) support to athletes and teams and national Olympic committees around the world, ” he said. They have a very legitimate story to tell whereas other organizations, who truly do partake in ambush marketing in its most damaging format, don’t necessarily contribute to amateur sport. They just ride on the coattails of the Olympic movement and undertake marketing activities that marginalize the commercial integrity of the Olympic movement without contributing to amateur sport. ”Meanwhile, George says athletes would balk if told to wear an official shoe brand at the Games and not just for sponsorship-related reasons. “Shoe choice is very important, ” said George, who wore the yellow shoes while finishing sixth in nike air max chaussures the 100-metre hurdles earlier this week.