While Russian clothing brand Bosco di Ciliegi held a strong market position at home, overseas awareness was zero. So when the group was approached by the Russian Olympic Committee to create the Russian uniforms for the 2002 Olympic and Paralympic Winter Games in Salt Lake City, it seized the opportunity to gain some international recognition.
International Olympic Committee marketing chief Timo Lumme talks to Kevin Roberts about the continued evolution of the TOP programme, the opportunities created by technology and what to look out for at Rio 2016.
In just a short amount of time, the Wizards have put themselves in prime position to become the NBA's most-popular team in Japan following the arrival of Rui Hachimura. Bob Williams discovers how they have done it.
Opticians brand Specsavers used its title sponsorship of this summer’s Ashes series to focus on the resonances between its products and Test cricket, while a quick response to a Ben Stokes tweet showed the value in reactive marketing. Adam Nelson reports.