In an effort to revitalize sales and stay competitive against new competitors, Nike is investing heavily in preparation for the Olympics. According to senior executives, the American sportswear behemoth is investing more in the 2018 Olympics than in any previous event.

After the lackluster Tokyo 2020 Games—which were postponed to 2021 and held without spectators owing to the global pandemic—sportswear makers are predicting a boost in demand with the arrival of Paris 2024.

American sprinter Sha’Carri Richardson and Kenyan marathoner Eliud Kipchoge were among the sponsored athletes who exhibited Nike’s Olympic uniforms at a recent Paris event. In addition, thirteen prototypes of future shoes designed in conjunction with athletes were unveiled by the company.

President of consumer, product, and brand at Nike Heidi O’Neill highlighted the importance of this Olympic campaign, calling it the biggest to date. While the exact amounts were not revealed, O’Neill emphasized the significant investment and the turning point it signifies for Nike.

The most recent quarter saw a 10% increase in Nike’s total marketing expenditure, which soared to $1 billion. O’Neill underlined that marketing is still the company’s first investment, suggesting that efforts to increase awareness and participation in the brand will not be wavering.

In an effort to stand out in the increasingly crowded sportswear market, Nike has decided to implement a “fewer, bigger” marketing strategy. The company is serious about bolstering its market position, as seen by the appointment of a new chief marketing officer.

Nike is stepping up its marketing game, while Adidas, its main rival, is cutting back. Adidas slashed 2.5 billion euros ($2.7 billion) worth of marketing spending in 2023, an 8.5% decrease. On the other hand, Nike’s marketing budget increased by 6% year-over-year, reaching $4.3 billion.

Even if the world economy is struggling, Nike’s heavy investment could boost demand. The president of global geographies and marketplace at Nike, Craig Williams, made the observation that, despite persistent economic difficulties, people still react positively to the Olympics because they see it as the apex of sport.

An ambitious marketing campaign highlights Nike’s dedication to innovation, athleticism, and lasting relevance in the sports and fashion industries as the brand gets ready to make an impact in the forthcoming Olympics.