锘?I love the colour of the shoes," Canadian hurdler Phylicia George said via e mail from London. "It’s easy to notice when watching them on the track and they stand out."

And that’s exactly what Nike wanted,
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While its rival Adidas reportedly spent more than $150 million to be the official London sponsor, Nike has managed to sidestep strict marketing rules because shoes are not subject to official clothing use requirements.

"Using the volt colour for all of the Nike shoes is designed to make a bold statement on sport’s biggest stage," Martin Lotti, Nike’s global creative director said through a company spokeswoman.

Nike has got great bang for its buck with the Volt,
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"You have to say that the (marketing) value for money is fantastic, that they’ve done exceedingly well given the relative investment and they’ve capitalized on it quite significantly," said Martyn.

Martyn said Nike’s success with the Volt is reminiscent of the attention the company gained by providing gold shoes to retired American sprinter Michael Johnson. He used them to win the 200 metres in a world record time at the 1996 Summer Games in Atlanta,
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"They’re looking for some type of visual return or return on investment beyond simply the mention that they sponsor X,
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Martyn said Nike has thrived on making a splash at the Games over the years without being a top level Olympic sponsor. Given the constraints that the IOC places on advertising, companies have to get creative.

"In essence,
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Over the years, there have been many cases of ambush marketing at the Olympics. And it is likely to continue, says Martyn.

"If history is any indication,
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But while Nike achieves marketing success, its strategy could cause concern for the International Olympic Committee. Noting that Nike is much more inside the "Olympic house" than it used to be in terms of sponsorship, Martyn predicted the IOC will continue its efforts to increase Nike’s Olympic related investments instead of cracking down on its unofficial marketing activities.

Attempts to punish ambush marketers, he added, have not been successful because of the public backlash.

Bill Cooper, former director of commercial rights management for Vancouver’s Olympic organizing committee, said Nike has produced an "iconic" shoe with the Volt.

"And to reach that visibility is probably quite strategic,
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But Cooper said it’s dangerous to call Nike an ambush marketer,
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"It’s tricky with Nike, because Nike contributes a phenomenal amount of (financial) support to athletes and teams and national Olympic committees around the world,
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"They have a very legitimate story to tell whereas other organizations,
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Meanwhile,
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"Shoe choice is very important," said George,
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Bolt, for example,
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But Cooper says Nike’s actions pose some concern to the IOC. As the Olympics have grown over the years,
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Cooper says in order for amateur sport to remain financially sustainable over the long term, the IOC and its international sponsors must co exist with Games, athlete and team sponsors.

"If (they) are not able to co exist and they don’t have enough room to tell their marketing story,
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He predicted the IOC and sponsors at various levels will continue to struggle to strike a delicate balance. Given Nike’s extensive sponsorship of Canadian teams and individual athletes,
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