Adidas downplays Li Ning 'ambush'

"Li Ning won three gold medals, he was the first Chinese athlete to be a millionaire and is now a very successful businessman. He's a Chinese sporting hero and deserved the honour of lighting the torch," said Jan Runau, adidas group's global corporate communications director.

Runau also sought to play down any talk of a snub toward adidas. "We're the official sportswear partner of the Olympics, not an official sponsor."

Although adidas' global rival, Nike, outfitted most of the Chinese Olympic athletes, Li Ning sponsors four of China's most successful teams - table tennis, diving, gymnastics and shooting - as well as the outfits for national broadcaster CCTV.