Adidas and Nissan hail Jenny Jones for historic Winter Olympics medal

Team GB sponsors Adidas and Nissan are among a flurry of fleet-footed brands to congratulate snowboarder Jenny Jones after she became the first Briton to win an Olympic medal in a snow event.

AdidasJennyJOnes-Campaign-2014_460
Adidas congratulated Jenny Jones for becoming the first Briton to win an Olympic media in a snow event.

The snowboarder took bronze yesterday (9 February) in the women’s snowboard slopestyle in Sochi. She goes down in the record books as the first British athlete to win a medal on snow in 90 years of the Winter Olympics.

Adidas and Nissan celebrated the win with quick-fire tweets congratulating the three-time X Games champion and the oldest competitor in the final by six years. The sportswear brand, which is applying the same real-time marketing strategy it used to great affect around the London 2012 Games, tweeted: “From the dry slopes of Bristol to the podium in Sochi! History maker #allin”, alongside a picture of Jones receiving her medal (see above).

Nissan posted: “Congratulations to @TeamGB’s @jennyjonessnow who took bronze in the Snowboard Slopestyle final today #UniteAndExcite” (see below).

AdidasJennyJOnes-Campaign-2014_460

Jones’ individual sponsor Oakley, which is prevented from using the athlete’s image in any marketing throughout the Games by International Olympic Committee regulation, ran a similar message of support in the hours after her win.

The burst of activity is a taster of what to expect from brands if other Team GB medal hopefuls such as freestyle skier Katie Summerhayes prove successful in their events. Using social media channels such as Twitter and Facebook to tap into the national pride around sporting moments is a tactic increasingly employed by marketers hoping to insert brands into trending topics online.

For more Sochi 2014 coverage click here

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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