Nike wins marketing victory with neon Volts
Taking advantage of rules that class sports shoes as equipment rather than clothing, Nike made an impact on the athletics track during the Olympics with its neon yellow Volts, despite not being an official sponsor.
The regulations mean sportsmen and women are able to choose their footwear, rather than having to wear the sponsors’ brands.
The Volt, a lightweight design produced especially for the Olympics, was worn by 400 athletes over the two weeks, mainly for track and field events, but also in boxing and fencing.
“Using the volt colour for all of the Nike shoes was designed to make a bold statement on sport’s biggest stage,” said Martin Lotti, Nike’s global creative director, through a company spokeswoman to North American press.
Nike has built on the momentum by announcing it is to run an outdoor advertising campaign featuring 10,000 and 5,000 metre gold medal winner Mo Farrah, a British athlete who wore Zoom Victory Elites - one of four variations of the Volts.
