Nike has managed to get my attention at these Olympics—despite Adidas being the official shoe and apparel sponsor. Yes, once again Nike has proven its marketing genius. It's a simple as this. Encourage your sponsored athletes to wear neon limon-coloured shoes, and you won't—can't—go un-noticed. Because they clash with the patriotic colours of most countries, the shoes are second only to the 5-ring Olympic logo in tying nearly every nation together. I can only guess that the other (aka Adidas) are green with envy.