Under Nick Cragg, Adidas’s marketing has been as agile and determined as one of its athlete partners. It sponsored London 2012 and has embraced social media and the opportunities for real-time marketing. Triumphs include the iconic tweet/ad after Andy Murray won BBC Sports Personality of the Year (“Not bad for a man with no personality”) and tweeting a picture of Great Britain’s first 2014 Sochi Olympics medal winner Jenny Jones with the caption “history maker”.