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Posted on Saturday, January 16, 2010 in Uncategorized

Masters of the Games

Ladies and gentlemen, give him welcome to the winners? Podium Beijing Olympics … Nike, Adidas, Speedo and so on. While athletes at the Games struggle against destiny in gold, silver and bronze medals to attract the sports world records not be pawns in the hands of fate. All these aforementioned companies will make the podium, all of them will win. And that's a foregone conclusion.

Cut to the future. From tennis ace Roger Federer in the NBA star Dwight Howard to swimming sensation Michael Phelps, anyone who's anyone in the Beijing Olympics will compete in Nike, Adidas or Speedo sportswear. And everyone, regardless of country or event, will remain at the podium Adidas sports equipment, official partner of the Games. Between them, these brands and their cousins, have a presence in every second of airtime, all photos just click on the camera, each image recorded on video, each byte of memory stored into account the public space. NAE athletes to believe that the greatest spectacle of sport is all about them, in fact, not a chance, one never does against of the inevitable.

Adidas has coughed million in cash and donations of goods to be an official partner in the Games? An agreement whereby those who scale the res could wear their stripes? badges. In return, the company will provide athletes (about 3,000? Approximately 30% of the total number of participants) volunteers and staff, plus funding for online interactive games to mark its presence in Beijing. Nike is UTF while some of the names of more high profile in the sport, has agreements with 40 national sports organizations, including 22 of China 28 sports federations, and will provide sportswear bearing the signature of its woosh brand? To these athletes.

In the world war in the field of sports is the Olympics is at stake is an opportunity every four years to be broadcast on television screens around the world in prime time. Ergo, not worth your brand sporting multi-million dollar budget will settle for nothing less than a greater share of the global sports industry.

Citius, Altius, Fortius. Much as the Olympic motto evokes images of sporting excellence in sport and such human obsessions as victory and defeat, the athletes are cruelly incidental to any sports brand grand scheme of things. However, the athletes is the means by which these large companies must post their message, there is a mutually beneficial rain for all concerned.

Sports companies to seek a competitive advantage for them and, in turn, support the athletes of their products, will give the Olympic athletes in Beijing, with advantages, from a running shoe lighter than a watch a NASA test, bathing suit that repels water.

Tech this for granted

In this sense, the greatest of all Olympic Games for innovation technology, improved tectonics in sportswear and equipment will not only alter the physics of aerodynamics to improve human performance, but also the dynamics of winning medals. The direct consequence is that the gap between rich and poor is further divided difference, which is aided by hi-tech Nike, Adidas and other high-end sports manufacturers stands more than an equal chance of winning Lamentably, those with lesser teams pedigree is unlikely to win more than a pat on the back.

Analyze this. Nike Zoom Victory Spike digitally programmed, based on the revolutionary Flywire technology enough for the shoe to be described as space-age Roman sandals, get to the bottom in Beijing. Who will rule the track is in the realm of speculation for now, the only certainty is that the lightest pair of running shoes are increasingly drawn the podium as the ground beneath your soles.

With cheese at the bottom of the rat race is irresistible? The number one position among sports brands in what is a growing industry? Nike has close to his heels Adidas. A between the many innovations that the powerful German team will unleash in Beijing is for Lone Star: shoes with asymmetrical spikes accelerate to the left? The direction in which the Runners need to turn. Athletes necessarily stick to the straight line of normal equipment may be able to match the pace of competition in stride, but little likely to be able to keep pace with technology from Adidas.

In the case of Speedo, the compression exerted by high-tech LZR Racer swimsuit new swimmers as hydrodynamically compact sirens and tritons. With over 40 world records with the credit swimsuit since its launch in February, there is no doubt that the direction of Speedo in Beijing will be the podium.

For Gill Athletics, the company tightrope between weight and strength has thrown the javelin OTE Composite FX? a spear qualified by adjectives such as lighter, stronger and safer, and scheduled to go as far as is necessary to sequence the story command. Net result: for all the strength and skill of spear throwing competitors in Beijing, the real contest is limited to Gill Athletics and its competitor in the javelin market Sandvik AB.

Blood sweat and tears are not enough to win Olympic medals, technology, research and development are required ons in the world today. If Olympic athletes do not have to dwell on the polycyclic aromatic amides and phase diagrams, while trapped in the workaday world the gold rush in Beijing, is because the likes of Nike, Adidas and Speedo have reason to record the fluorescent lamp of midnight, the study of polymer chemistry and materials science. ?

The games within the games

The ghosts of the ancient Greeks at Olympia might not approve, but in the Olympics, the forefront of technology that helps athletes' performance is just a branch of the abruptness of business bottomline.

While the economics of investing billion in R & D, manufacturing, advertising and marketing of footwear intended to be distributed as gifts to a micro-niche audience could not convince theorists, the ends justify the means clearly. In parallel with the exponential growth of technology-specific Olympic Games is a war neak shoes? Between Nike and Adidas over the 1.3 billion pairs of feet in China. For both companies, China has the potential to become its second largest market after U.S.. As a direct, visible in the Olympic Games is crucial for both players in the recognition of their products will help subsequent sales of the versions consumption (derived from high-tech athletic wear) in sporting goods stores.

When the clock away from 8 August and 24 in Beijing the standard time for the world will be the recovery time for those who see the Olympics as the ultimate market the sport. In what is a race against time, Adidas plans to open about 5,000 stores, most operating in the franchise model, across China in late 2008, for Nike, the figure is 4,000 stores similar size XXL. For both companies, is motivating the decision to go Supersize in China in the year-end sales target: $ 1 billion more each.

When it comes to the Olympics, Global Sports business seriously. Literally.

Is Nike against Adidas. Let the games begin.

And that innocent athletes blissfully ignorant of this truth concentrate on training for the Olympics.

siddharthamishra@epmltd.com

Beijing BRANDWAGON

Nike Zoom Victory Spike: The lightest track spikes in combining an ultra-thin outer seam of transmitting analog feel that the broker ethereal peaks of growth outside of their feet. In the 93 grams per pair, the Flywire technology innovation is significantly lighter than previously was considered the last stop of footwear engineering: Michael Johnson's Nike Golden Shoe Nails, a heavyweight at 112 grams per pair.

Adidas Lone Star: Driven by the knowledge that the races are more often than not won in the corners, and never runners need to turn right because of the shape of the track, biomechanical engineers, industrial designers and experts have developed Electromechanical shoes Adidas Ultra light with asymmetric peaks redirected inward force on the outside the right foot, in plainspeak, right foot accelerates to the left.

Speedo LZR Racer: The NASA test sheath strongly compressed body that is 70 times more than nylon-elastane (the most used) is capable of, swimmers, therefore, became smaller, smarter and more hydrodynamic. Born of computational fluid dynamics software, the suit effectively remodels the human body to eliminate turbulence and resistance made by the normal human body shape.

Gill Athletics OTE Composite FX Javelin: Transcending such fundamental needs of a javelin to be lightweight and aerodynamic, this axis 800 grams of aluminum wrapped in a sheet of carbon tissue spiral prevents energy from being directed back to the pitcher and, in this way the last-minute flexibility, reduces the vibration of launch by 10%? enough margin wide so it can be advertised as the safest in all javelin and, of course, a safe bet for a place on the podium.

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