So take that Nike!
For once Nike won’t be able to steal Adidas’s thunder as the UK’s new Olympics sweetheart Jessica Ennis, winner of the heptathlon gold medal in brilliant style, is well and truly signed up by Addi Dassler’s old company, one of the first-tier Olympic sponsors.
And the company has been quick off the mark with these gold (and red) ‘high jump’ shoes, part of its (rather mystifyingly titled) All in. All 2012 campaign.
Couldn’t they have chosen her long jump shoes instead?