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...... Therefore, the ad campaign which seeks to redress this issue by focusing on its heritage as the primary provider of footwear for Olympic athletes falls somewhat short of the mark. There are a number of drawbacks to this strategy in the context of the United States, not the least of which is the degree to which professional sports generally overshadow the importance of the Olympic games. The general cultural interest in professional sports makes the Olympics a secondary cultural moment to American buyers. The fact that it occurs only once every four years also means that its visibility and permeation of cultural awareness is far overshadowed by the daily hum of sports broadcast and sports coverage
Adidas appears to have misjudged the American market in spite of its success with the McGrady shoe. This should be seen as a precedent to be repeated rather than an isolated success......

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