'Our marketing campaign for China is the largest we have ever done in a single country', an Adidas official said at the time. 'We see this as a marketing platform that will help us to achieve market leadership in China this year'.
Now the two global brands are looking ahead to marketing battles during the 2012 Summer Olympics in London. Nike holds more UK market share than Adidas at the moment, and it continues kitting out national teams such as the US Olympic team.
Adidas is again an official Olympic partner, and it plans to leverage that position for higher brand preference and sales. It's also hoping to sell official Olympics merchandise outside the UK.
In just over 400 days, the London Games will open, and the battle for market share will heat up once more. Will Adidas overtake Nike as the UK's top sports brand?
