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Moving around grey to gold: counter-ambush marketing strategies

Tuesday, March 27, 2018 @ 1:29 PM | By Monica Grembowicz

In 1996, a now famous pair of golden Nike track-spikes crossed the 400m line at 43.49 seconds. A few days later, the shoes were on the cover of Time, around Michael Johnson’s neck, atop his gold medals.

The Nike swoosh seeped into every major broadcast of the 1996 Summer Games, with Nike supplying flags to spectators and erecting the “Nike Centre” right beside the athletes’ village.

There was no need to ask who the Olympic sponsor was that year. It was Reebok.

Such guerrilla marketing campaigns...