Adidas, Nike, Asics, Speedo and other leading global sports brands have always seen the Olympic Games as a unique opportunity to promote their products to the world. But in Beijing this year, the marketing focus will be not just on the global audience but on the vast potential of the market within the host country itself.

“It’s a unique opportunity that is both global and local at the same time,” says Charlie Denson, president of the Nike brand. “Certainly Beijing represents the biggest Olympics ever… but the Olympic impact on China and on the Chinese consumer will be every bit as significant.”