Myriam on how Nike is associated with the Olympics even though Adidas was the sponsor.
Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 19,641).
This graph shows the brands Australians most associated with the Olympics.
What’s interesting about is that Nike was the 5th brand most commonly cited. Now, Nike wasn’t an official Olympic sponsor. Adidas was. But it was the 8th brand most associated with the Olympics.
Nike’s branding coup can be at least partly attributed to its brilliant guerilla marketing campaign. Greatness isn’t just in London, the ads said. It’s what happens every day when people wear Nike shoes (well, not quite, but was implied).
Makes you wonder whether the money companies spend on sponsorship would be more effective being used to create wonderful ad campaigns.