Nike decked out over 400 Olympic athletes in vivid ‘Volt’ coloured footwear helping the brand stand out amongst competitors. Prior to the Olympics, Nike matched the colour of the shoe to the colour of the individual athlete’s uniforms.
Gatorade mocked official sponsors of the games by suggesting that it’s more credible to be used by the athletes themselves than to just stump up the cash to be an official sponsor.
“We weren’t on buttons, souvenirs or commemorative snow-globes. We weren’t there officially sponsoring anything. We were there, for real, inside the bodies of some of the greatest athletes on earth”.