Forget the Olympic Games. money is the future of athletics

    Press/Media: Expert Comment


    This article looks at the business and politics as the world's major sporting brands, Nike and Adidas, compete to have one of their athletes break the two-hour barrier. The article details how these so-called 'moonshot' events are used to introduce new products onto the market. It also suggests that with the IAAF and the Olympic movement's reputations tarnished, brand-sponsored events will become the norm in coming decades.

    Period9 Jun 2017

    Media contributions


    Media contributions


    • sport
    • sports brand
    • athletics
    • Nike
    • Adidas