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'As the Olympics wind down, marketing experts are awarding a gold medal in ambush marketing to Nike, which scored with bold commercials, smart PR moves and its distinctive, ubiquitous neon-yellow Volt shoes.

Nike, which always manages a high Olympic profile despite its non-sponsor status, outwitted big-money Olympic backers such as Visa, McDonald’s and adidas - which reportedly paid $155 million for its official London 2012 sponsorship - with its nervy campaign, according to marketing experts.'

'"Over 400 athletes are wearing the Volt Nike footwear at the Games," said Nike spokesman Brian Strong. "The majority of those are in track and field but also in boxing and fencing."'

'Early in the games, Nike scored a public relations coup after Egyptian athletes were discovered parading in counterfeit Nike warm-up outfits because they couldn't afford authentic gear. Rather than complain about the piracy, Nike offered free gear for the team.'

Regardless, Adidas was by far the most frequently visible and prominent sports brand at the Olympics, followed by Li Ning plastered all over Chinese, Russian and East European competitors.
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