How Nike Brilliantly Ruined Olympic Marketing Forever

Today's strict brand guidelines date back to one moment in '96

Unless you happen to be a company like GE, Coca-Cola or McDonald's—a brand that can afford the reported $100 million to $200 million it costs to be an official Olympic sponsor—you'd better not mention the Rio games in your marketing.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.