Hype vs. reality: who really wins at the Olympics?

Footwear makers are spending a total of over $100 million on advertising linked to the Olympics, although many executives agree that such promotions may not significantly boost sales. Nike Inc, Reebok International, Adidas America and Fila Holdings are launching major campaigns to market red, white and blue merchandise. Several companies which are Olympic sponsors are discussed in addition to firms, such as Nike, which are not official sponsors but are hoping to capitalize on consumers' enthusiasm.
ATLANTA -- It is the grandaddy of all sporting events. When the Centennial Olympic Summer Games open in Atlanta on July 19, the tense competitive dramas are sure to grab [...]