In 2012, the athletic company Adidas paid an astounding $150 million to secure exclusive sponsorship rights for the London Olympics. It was a major marketing play with prime branding, international visibility, and all the perks that come with being an official Olympic partner. But despite this massive investment, Nike managed to dominate the conversation and, more importantly, sales. All it took was one brilliant idea and a few creative loopholes.
Since Nike wasn’t an official sponsor, they weren’t allowed to reference the Olympics, London, or Team GB whatsoever in any of their advertising. On paper, it seemed like a massive marketing win for Adidas. But instead of backing down, Nike did what they do best: they got creative.
First, they tackled the location restriction. Nike couldn’t say “London, UK” – so they found other Londons. Their commercial featured everyday athletes in places like London, Ohio; East London in South Africa; and even Little London in Jamaica. It was a clever workaround that allowed them to maintain the theme and spirit of the Games without crossing any legal lines.
Second, Nike couldn’t market at the Olympics, but they could sponsor individual Olympians. So they signed some … 400 of them. Each one was given a custom green-and-yellow sneaker called the “Volt,” a color chosen explicitly for maximum visibility on screen. These sneakers popped across TV screens and stadiums around the world, quietly implanting Nike’s presence into Olympic coverage, all without saying a word.
But the third move might have been the most powerful. Because Nike wasn’t allowed to feature Olympians in their ads, they focused on ordinary people. Their campaign, titled “Find Your Greatness,” featured everyday individuals chasing personal goals … training before sunrise, pushing themselves when almost on empty, and clips of people staying committed to the pursuit of self-betterment. It was raw, relatable, and deeply inspiring.
These weren’t just marketing stunts – they were lessons in creative problem-solving. When faced with constraints, Nike didn’t complain or retreat; instead, they adapted. They worked harder, thought differently, and found unique ways to achieve their goals. The result? They didn’t just compete with Adidas … they stole the show.
And that’s the real takeaway here: Sometimes, you don’t need the biggest budget or the perfect conditions. What you need is creativity, precision, and the courage to take action, even when the rules seem stacked against you.
I see this all the time in the financial world. People often come to me facing restrictions – limited income, rising debt, or big decisions that feel overwhelming. It’s easy to assume that without more resources, there’s no way forward. But that’s rarely the case.
Like Nike, success often comes down to strategy. It’s about identifying overlooked opportunities, making the most of what’s available, and building a plan that fits your personal goals. You don’t need an official title or ideal circumstances to find your greatness. Sometimes, all you need is someone to help you see the possibilities that already exist.
If you’re navigating financial challenges or trying to make more of what you have, know that there is a path forward. Greatness isn’t exclusive. It’s earned – in subtle choices, smart decisions, and relentless persistence.
Would you rather have a personal driver or a personal chef? I’d love to hear your answer! Please let me know if you have a good “Would you rather” question, and we will highlight your submission.
Shmuel Shayowitz (NMLS#19871) is a highly regarded Real Estate & Finance Executive, Writer, Speaker, Coach, and Advisor. He is President and Chief Lending Officer of Approved Funding, a privately held national mortgage banker and direct lender that has facilitated over $3 billion in mortgage funding. Shmuel has over twenty years of industry experience, holding numerous licenses and accreditations, including certified mortgage underwriter, licensed real estate agent, residential review appraiser, and accredited investor, to name a few. Shmuel has successfully navigated through many changing markets and business landscapes, making his market insights and experience well-coveted within the real estate industry. He can be reached via email at
[email protected].
