Nike leads the pack when it comes to Parasitic Marketing. A Swoosh here and a swoosh there. Nike always manages to find a way to use a popular event like the Olympics to promote its brand without actually sponsoring the event in any capacity.
Boston Marathon is a 26.2 mile marathon race. One such race took place on
April 19, 1999. Adidas was the official footwear sponsor of the event. Adidas had put up hoardings all over the race track. However, Nike came up with an innovative strategy, which involved having a billboard at the subway tunnel, which fell in the path of the race track. Nike had used loads of dirty socks and had painted the Nike Swoosh and the event date on it. The hit and run campaign included the use of slogan - right down to the dirty socks.
Boston Marathon is a 26.2 mile marathon race. One such race took place on
April 19, 1999. Adidas was the official footwear sponsor of the event. Adidas had put up hoardings all over the race track. However, Nike came up with an innovative strategy, which involved having a billboard at the subway tunnel, which fell in the path of the race track. Nike had used loads of dirty socks and had painted the Nike Swoosh and the event date on it. The hit and run campaign included the use of slogan - right down to the dirty socks.