Adidas kicks off Olympic marketing

Adidas is readying a programme of marketing activity to promote its sponsorship of Team GB after unveiling the official kit Stella McCartney designed for the national team to wear at this year’s Games.


The kit, which launched yesterday (22 March) at the Tower of London, will feature throughout the sports manufacturer’s global ‘Take the Stage’ Olympic campaign.

It will be worn by all British competitors at this year’s Olympic and Paralympic Games including Jessica Ennis, Jack Rodwell and Phillips Idowu.

A spokesman for Adidas says the kit launch is the “start of our big Olympic push.”

He adds: ‘This is the brand’s first important moment of 2012 essentially. The kit is the most focal point of the sponsorship deal with Team GB and Paralympics GB and is a huge part of all our Olympic plans.”

Parts of the kit, such as the sports shoes, will be worn by other Adidas sponsored athletes from around the world as part of its wider Olympic marketing strategy.

Six replica ranges of the kit, will go on sale next month, including football, tennis, cycling, basketball, athletics and swimwear. It marks the first time consumers can purchase the “sportswear the athletes wear”, according to the spokesman.

Adidas’ tie-up with The British Olympic Association has fuelled its long-standing rivalry with Nike, who sponsors British athletes such as cyclist Mark Cavendish and long-distance runner Mo Farah.

Nike, the world’s largest sports manufacturer by sales, has voiced concerns over Team GB athletes being required to wear Adidas footwear at all times during the Games.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here