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which is apparent, too, and the data display like that} A study for around 1034 American consumers showed that nearly 34% consumers mistakenly believed that Nike is the sponsors of the 2012 London Olympic Games, only 24% interviewees knew that the real official sponsor of it is Adidas.But Nike will never give up this big fish since it has been obsessed with almost every important game's sponsor so the come into being of "Live out Your Greatness" series marketing activities also developed hotly, but Nike's spirit of supporting the adidas futurecraft national movements is one of the reasons of the start of the activities.

As the success of Nike's "ambush marketing", the LOCOG had no reason to eat cooked rice, it would not give up Adidas but ignore the "crossing-border" behavior of Nike. But Nike did do a beautiful thing, even the London Olympic Organizing Committee did not pick out the thorn, thus no reason is there to punish Nike. But the BOCOG clearly pointed out that it would pay close attention to the dynamic movements of Nike, and once it appeared to be over the line, instant punishment would be conducted.