What Is Adidas?
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Fashion brands have certainly been eager to exploit the global exposure of the Games since Roots, the Canadian sportswear company, made a killing on its berets designed for the U.S. team in 2002. Egypt’s team almost had to compete in black-market apparel bought in China this year until Nike donated products after the athletes complained on Twitter.
Almost instantly this also created a market for wholesale Nike Air Force Ones, but that market was harder to maintain in competition with the larger stores carrying the retail marketing power and recognition.