Forget the Olympic Games. money is the future of athletics

Description

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.