During the Beijing Olympics, the competition wasn't just on the field. Hundreds of brands - sponsors or not - launched campaigns around the event. As an official sponsor, adidas needed to gain the high ground. So it decided to bring the people of China together in proud support of their athletes.
A virtual 'Sports Nation' was created online, giving enthusiasts the chance to interact, learn, and offer encouragement to the Chinese team. Part encyclopaedia, part catalogue, and part social space, the site became a one-stop Olympic touchpoint.
Some 18,589,458 people visited Sports Nation, on average for 16 minutes. Even in a crowded market, it seems that adidas emerged top of the medals table.