Adidas said sales in the UK for the Adidas brand were up 24 percent currency-neutral for the first half of 2012, bolstered by demand for Olympic and Team GB products. Olympic license product sales in the UK were up 250 percent compared to Beijing 2008, Adidas noted.

“Our presence in and around the Olympic Games was fantastic,” said Herbert Hainer, CEO of the Adidas, in a statement. “It translates into record Olympic merchandise sales and a record year for the Adidas Group in the UK. This clearly sets the stage for us to achieve market leadership in the UK by 2015.”

As reported, on a global level, Adidas Group sales rose 11 percent on a currency-neutral basis or 16 percent in euro terms to €7.3 billion for the first half of 2012.

As Official Sportswear Partner of London 2012, Adidas outfitted more than 80,000 Games Makers and supplied kit for 3,000 athletes competing in 25 out of the 26 Olympic Sports.

Nonetheless, even though Adidas was the sponsor of the Games, Nike topped Socialbakers' CheerMeter rankings for sporting social engagement during the London Olympics. From July 27 to August 2, Nike's Facebook fan base grew by 166,718 versus a little over 80,000 new fans for Adidas over the same period. Nike dominated the Twittersphere too, with over 16,020 tweets associating the brand with the word Olympics – 6,725 more than Adidas.

Nike was particularly visible around London during the Olympics with its “Find Greatness” campaign that celebrated everyday athletes. In what some criticized as “ambush marketing” tactics, Nike created a strategy that focused on everyday athletes in “London” cities all over the world. Nike launched the campaign in 25 countries alongside the 2012 London Olympics. Locations of the campaign included places like East London, South Africa; London, Ohio and Little London, Jamaica. Nike also bought up hundreds of billboards around the city and on the tube featuring the hashtag ‘#findgreatness'.