Olympics Watch - Day Two

In response, adidas insisted it was not worried by the turn of events.

Meanwhile, adidas launched a global print campaign around the Olympics, with spend particularly heavy in China. Created by 180 Amsterdam, the ads use the theme ‘Gold is never a given’ and feature shots of Olympic athletes such as Tyson Gay and Haile Gebrselassie.
 
Another official sponsor, Lenovo, has debuted four spots, created by Ogilvy & Mather, that will run on NBC for the duration of the Games. The goal is to build brand relevance in the US
 
Elsewhere in Media’s Olympics coverage, Speedo has raced into an early lead in our table of brand performance, produced in conjunction with brandRapport. The swimwear brand benefited from the weekend’s action in the pool. Nike came in a close second after being awarded extra points for the buzz surrounding the China vs USA basketball match (it sponsors both teams). Li Ning also picked up extra points for its founder’s exploits.
 
Media’s Olympics blog, Live from Beijing, is also up and running, with David Wolf arguing that the removal of billboards across the city has been an inspired decision.