NIKE secures waiver for ads starring olympic athletes in Bejing - where Adidas is the main sponsor

What? Oh yes - here's a strange turn of events;

IOC regulations state that athletes cannot feature in brand activity during the Games, but has made an exception for Nike, despite the fact that its rival Adidas is the Games' official sponsor.

from Brandrepublic.

Tim Crow, chief executive of sponsorship agency Synergy, said: 'This sets a dangerous precedent. Brands in other categories will say, "If Nike can get a waiver, why can't we?"'

Methinks Nike are trying their darndest to hide the fact that bet on all the wrong athletes, like Paula Radcliffe and Liu Xiang - and that Adidas will be, well, pissed.