They've got the presence, they've got
authority and they've got things planned out. They are already getting ready to
celebrate their victory.
You are expected to lose. You are expected to take it
on your chin and move on to the next arena where the battle lines will be drawn
again.
But then, it’s not for you. Because defeat is not acceptable, it’s a word
that doesn't exist in you dictionary. Not if you are Nike.
So when Adidas had
it all covered during the summer Olympics of 2012, what could Nike possibly do
to strike back? With all things planned to perfection, the title sponsorship
for the Olympics, the greatest show on earth, nothing could go wrong for
Adidas. And nothing could go right for Nike. What could Nike do then? How do
you beat ‘em against all odds?
The best athletes – Bolt, Federer, Phelps,
Messi, LeBron and the rest were all there. This was excellence concentrated in one location. This
was the showcase of the brightest stars and the best bet if there ever was a
need for an intergalactic warfare where we had to settle the matter through
sports. These were the finest amongst the 7 billion homosapiens on the planet. Here
they were in London, to find greatness. Four years of hard work all culminating
in to this brief moment. A brief 9.6 seconds that could guarantee Usain Bolt
a place in the golden pages of history. This was where greatness was happening.
And Nike was not a part of it.
And how did Nike hit back?
