Nike enters Olympic tent

After years of being on the outside and staging ‘ambush’ marketing around the Olympic Games, Nike has finally come into the IOC partner programme as a supplier of official attire. The deal runs from the next winter Olympics in Sochi in Russia in 2014 through to Rio two years later. The deal with the IOC goes some way to explaining why Rio 2016 were happy to settle for Nike as a 3rd tier partner where previous sponsors in the sports apparel category have paid top dollar.