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London Olympics: Other shoe has dropped in Nike vs. Adidas tussle

August 06, 2012|By Kevin Baxter
  • The neon Nike shoe of U.S. 100-meters hurdler Chantae McMillan.
The neon Nike shoe of U.S. 100-meters hurdler Chantae McMillan. (Olivier Morin / AFP / Getty…)

MANCHESTER, England — Adidas reportedly paid more than $155 million to be an official sponsor of the London Games — or about $155 million more than Nike spent.

But the Oregon company is getting more than its money's worth in London through its colorful shoes. Nike is banned from using the Games to market its sportswear, but neither Nike nor the London Olympics organizers can stop competitors from wearing Nikes because shoes are classified as equipment.

And it's not hard to tell who is wearing them. In the women's 100-meters final, eight athletes ran in neon Nikes while nine men in the 10,000-meters final wore the bright shoes.

U.S. boxer Jose Ramirez also wore canary-yellow Nike boots in his two Olympic bouts.

"If you look better and you feel good, you’ll probably fight better," said Ramirez, who won his first bout but lost this second.

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