Another example of ambush marketing or aggressive promotion occurred at the 1992 Barcelona Olympic Games between two sports apparel manufacturers, Nike, Inc. (Nike) and Reebok International, Ltd. (Reebok). At the 1992 Olympic medal ceremonies, athletes wore jackets made by Reebok, an official Olympic sponsor. Nike, however, conducted a highly visible advertising campaign without "paying a penny in Olympic sponsorship fees." Nike held press conferences for Olympic athletes under contract with Nike and additionally displayed large murals of U.S.A. basketball team members on the side of Barcelona buildings. In support of its advertising campaign, Nike Divisional Manager Mark Pilkenton stated "We feel like in any major sporting event, we have the right to come in and give our message as long as we don't interfere with the official proceedings."
NIKE, INC. AND REEBOK INTERNATIONAL, LTD
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