As the Olympics start, Adidas is a sponsor and Nike is not. So Nike is fighting back with a form of content, and that content is us.
Nike has been working at this for a while — using the Internet and Nike-based technology to let everyday athletes upload their data onto a Nike-funded web site to “compete” against similar athletes all over the world. For the Olympics, Nike seems to be using this approach to position itself as the sports company for all of us…while Adidas is the sports company for the elite few. Short films are going to hammer that point home.
It’s not exactly journalism — it’s more like defining an owned-content platform that athletes can use. An interesting way to counter the exposure Adidas will get these next few weeks. And it probably won’t cost Nike the $156 million Adidas would’ve paid to be a sponsor.