[Repost from older blog. Original posting date: Sept. 12, 2008] Before we leave behind the 2008 Beijing Summer Olympics for the ancient news that it is (see post on brand icons here), I want to point out one more of its branding lessons.  Let’s look at how two global brand-name sporting appeal and footwear companies, Adidas and Nike, approached this enormous marketing opportunity. What did they do prior to the Games? Something very interesting. They spent untold amounts of R&D time and money developing specialty shoes to be featured at the Beijing Games. Nike unveiled 28 pairs, Adidas 27. And, both companies outfitted thousands and thousands of Olympic athletes with their new designs, free of charge. Here’s the kicker: most of these shoes will never make it to the mainline consumer.  Many never seeing the light of day in retail stores—they will only be sold online. So if neither of these global companies expected to sell many equestrian, rowing, or wushu shoes, why all the effort and fuss?… Learn More…