Olympic Marketing: How Did Sportswear Brands Do?

From the Shanghaiist blog:

China’s biggest sports apparel brand had the biggest marketing coup of the games—its founder, Li Ning, carrying the Olympic flame on a three-minute slow-motion run to the top of the Bird’s Nest, where he lit the Olympic cauldron. The company’s stock went up the next day, and Li Ning will always have his stamp on what seems to be an especially important part of the Olympics to Chinese fans.

Li Ning also had its name on the uniforms of China’s diving and table tennis teams, who delivered dominant performances, as well as the Spanish men’s national basketball team, which gave Team USA a tough match before losing in the gold medal game.

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