Paris Olympics highlight corporate battles between major labels Nike, Adidas, Asics, Hoka, On Running

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Paris Olympics highlight corporate battles between major labels Nike, Adidas, Asics, Hoka, On Running

The Olympics — to purists, at least — are about the sport and the competition, but they’re an increasingly high-stakes sport for the corporate giants that back the 19-day event.

Few are feeling the pressure as deeply as Nike. Once the toast of the sportswear and equipment sector, the “Just Do It” crew is worth $US100 billion ($153b) less now than it was three years ago, when the Summer Games were last held.

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