adidas status: official supporter
adidas is the official supporter of the ATHENS 2004 Olympic Games. Under the agreement with the Organizing Committee for the Olympic Games adidas will supply uniforms for all the ATHENS 2004 workforce (staff and volunteers) and Technical Officials of the Athens 2004 and Paralympics. adidas furthermore produced all uniforms for the Olympic Torch Relay.
adidas and the Olympics
adidas has been a part of the Olympic Movement ever since our founder Adi Dassler produced his first pair of sprint spikes for an Olympic athlete back in 1928. The Games of the XXVIII Olympiad will once again be worldwide visible proof of our dedication to athletes, products, innovation and leadership
adidas involvement in the XXVIII Olympic Games
adidas has already secured its position as one of the leading brands at the Olympic Games. adidas outfits 21 National Olympic Committees, including host nation Greece, the USA, Germany, Great Britain, France and Cuba. In total, more than 4,000 athletes will compete in three stripes and adidas will provide products for 26 out of the 28 Olympic sports including the Official Game Balls for the Football and Handball Tournament. Record-setting swimmer star Ian Thorpe (Australia), high jumper Hestrie Cloete (South Africa), running legend Haile Gebrselassie (Ethiopia), weightlifter Pyrros Dimas (Greece), 100m World Champion Kim Collins (St. Kitts and Nevis), Olympic Sprint Champion Maurice Greene (USA) and the record-breaking decathlete Roman Sebrle (Czech Republic) are among the adidas gold medal hopes that will debut adidas’ latest innovations in footwear and apparel at the Olympic Games.
adidas innovations for the ATHENS 2004 Olympic Games
ClimaCool®
ClimaCool® isn’t just another moisture wicking fabric. It is an integrated system of technologies that work together to regulate the athlete’s body temperature far better than any single fabric technology can. ClimaCool® apparel actively conducts heat and sweat away from the body through a combination of heat and moisture-dissipating materials, ventilation channels and three-dimensional fabrics that allow air to circulate close to the skin. By mapping the body’s critical heat and sweat zones using infrared cameras, it was possible to place these technologies exactly where they are needed to optimize the athlete’s body temperature. An athlete can actually stay cooler in ClimaCool® apparel than they can in bare skin.
ForMotion
Most technical sports apparel today provides full freedom of movement. But ForMotion goes far beyond freedom of movement to proactively aid the athlete in his or her sport specific motions by placing power band technology, a highly elastic material with strong energy storage & release properties, in sport specific areas to actually control and enhance muscle activity and maintain proper form movement and motion during competition.
JetConcept
Inspired by jet aircraft, the JETCONCEPT bodysuit uses a combination of technologies including Lycra® Power stretch fabric, Second Skin Fit, flatlock seams and strategically placed ribbed panels. Working in concert with each other, these technologies channel water more efficiently over the swimmer's back, greatly reducing drag, streamlining movement and cutting turbulence. The result is up to a 3% increase in swimming performance.
Demolisher II sprint spike
The goal with the DeMOlisher II was to create a spike plate rigid enough to keep a powerful sprinter like Maurice Greene on his toes throughout the entire footstrike and push-off while keeping the weight of the shoe to an absolute minimum. Through its shape and geometry, the new spike plate creates three different benefits for the athlete: support, grip and stability.
adidas advertising campaign: Impossible is Nothing
To celebrate the Athens 2004 Olympic Games this summer, adidas launches part two of its global advertising campaign ‘Impossible Is Nothing’ with three commercials focusing on Nadia Comaneci, Haile Gebrselassie and Jesse Owens. There’s the familiar theme of past and present in these spots, just as there was with the first three ‘Impossible is Nothing’ ads. For example the current world 100m champion Kim Collins encounters 1936 four-time Olympic gold medal winner Jesse Owens on the track, while 13-year-old gymnast Nastia Liukin literally follows in the path of the legendary Nadia Comaneci, the first gymnast ever to score a perfect “10”. And the greatest runner of all time, Haile Gebrselassie, takes on the seemingly impossible challenge of beating himself.
The outdoor component of the campaign features a rich stable of past and present adidas athletes, such as Justine Henin-Hardenne, Ian Thorpe, Kim Collins, Maurice Greene, Haile Gebrselassie, Tim Duncan, Muhammad Ali, Jesse Owens, Pyrros Dimas (Greek weightlifter) and Ekaterina Thanou (Greek sprinter). The focus of the outdoor campaign is still ‘Impossible Is Nothing’, however additional ‘one liners’ will be posted around the Olympic Stadium in Athens, like “Impossible is a Dare”, “Impossible is an Opinion”.
Figures
26: number of sports adidas equips at the Olympic Games
28: number of Olympic sports
1,457.577 ...pieces adidas supplies for federations, volunteers, torch relay, officials
10.500: number of athletes competing in Athens
46 ...per cent of athletes competing in three stripes at the Athens 2004 Olympics
1300: number of balls adidas provides for the Olympic Handball (400) and Football (men 500, women 400) competitions respectively
21.000 ...media representatives on site in Athens during the Games
4 Billion ...TV viewers
List of National Olympic Committees sponsored by adidas:
Bahamas, Belgium, Croatia, Cuba, Czech Rep., Chile, Ethiopia, France, Germany, Great Britain, Greece, Hungary, Latvia, Norway, Romania, South Africa, St. Kits and Nevis, Trinidad and Tobago, Tunisia, Turkey, USA.
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