The count-down to London 2012 Summer Olympics has begun

It's almost two years to the day and London has begun its countdown to playing host to the worl'd's best athletes in the 2012 Summer Olympic Games.  News coverage in these few days have been dominated by a series of events held at the blossoming Games site in east London to mark the two-year countdown. Quoted in The Independent, the chairman of the London Olympic Games Lord Sebastian Coe, himself a Olympics running champion, said on Monday, "I never quite know whether to be flattered or slightly alarmed at actually the complexity of this is (being) almost overlooked.  I do occasionally have to remind people that what we're talking about here is something extraordinary."


Hugh Robertson, the Minister for Sport and the Olympics, added, "The project is at a delicate stage now - it has gone very well, but we're a long way from done and dusted."
Just a week ago, German sporting goods brand - adidas - the official sponsor of Team GB, which has designed and provided performance enhancing kit to the British athletes since 1984,  announced that London-born and bred fashion designer Stella McCartney will be the official creative director for dressing up the UK athletes to ensure that British athletes at London 2012 don’t just have the best performance kit but the most stylish too.   As a result, adidas will continue to develop the most innovative technical products available with the creative design input of a British fashion icon.    For the first time in the history of the Summer Games, the deal will see a top fashion designer work with a leading sports brand to design competition wear for both the national Olympic and Paralympic Teams.   Nick Craggs, Marketing Director for adidas UK, said: “This is the ultimate fusion of performance and style and we are delighted to further our relationship with Stella in this way.”  McCartney who already designs a women’s sports-inspired performance range for the brand – adidas by Stella McCartney, acknowledged in a television interview that it will be a massive challenge for her.  "We have to also pay attention to how good the athletes will look on the tele," she said.  Sports fans can now get in on the act as well with a special adidas Team GB lifestyle range designed exclusively by Stella McCartney which will launch in autumn 2010; and will incorporate both womens and menswear collections.

Sponsorships reap great financial rewards for adidas.

Adidas, which sponsored 12 teams in the World Cup football tournament in South Africa this summer, providing World Cup match balls and equipped teams including host nation South Africa, Greece and European champion Spain.  It has reported second-quarter net profit that jumped fourteenfold, exceeding analyst estimates. Net profit rose to 126 million euros (£107 million) from 9 million euros posted in the year-earlier period. The average Thomson Reuters estimate was 73 million.   Adidas did not provide any details on its earnings. Full second-quarter earnings are due on Aug. 4.   Analysts say it remains unanswered how much of the positive development was due to the World Cup football tournament but an improvement in Chinese markets and the turnaround in the company's Reebok division might also have contributed to the rises.
Adidas is the No. 2 sporting goods brand behind US group Nike, In May, Adidas had raised its outlook, mirroring a move by rival Puma, the world's No. 3 sporting goods maker. At the time, Adidas said it expected 2010 profit to rise to between 430-480 million euros after posting weak results for 2009.
Last month, Adidas lifted its 2010 revenue outlook for soccer-related products to at least 1.5 billion euros, boosted by the World Cup in South Africa.

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The count-down to London 2012 Summer Olympics has begun

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