Nike bosses plan ‘biggest’ Olympics spend as marketing ramps up

Nike is spending more on this Olympics than any previous Games, top executives said on Friday, as the U.S. sportswear brand embarks on a marketing push it hopes will revive flagging sales and help compete with upstart rivals. Sponsored athletes including U.S. sprinter Sha'Carri Richardson and Kenyan marathoner Eliud Kipchoge modeled Nike's Olympics kits at a show in Paris on Thursday, where the brand also unveiled 13 futuristic shoe prototypes developed with athletes. "This Olympics will be our biggest … it will be our largest media spend," Heidi O'Neill, president of consumer, product and brand at Nike said in an interview.