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Now Nike is known for star-studded ad campaigns, and with the London Olympics approaching, it's preparing an all-out marketing blitz. 

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Maggie Lake shows us what to expect from Nike and other major Olympics advertisers and suppliers. 

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With heart-pounding videos, star turns from Carl Lewis...

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Well, welcome to New York and the launch of two days of unbelievable innovation. 

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...and present-day Olympic greats like Walter Dix and Carmelita Jeter. 

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I know for sure I'm definitely gonna run fast. 

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Nike set the bar high indeed at its Olympic product launch in New York City. 

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We're gonna show you the very latest in performance technology, footwear and apparel that you'll see on the world's greatest athletes in London this summer. 

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Nike's light-as-a-feather footwear, state-of-the-art tracksuits and flashy jerseys won't make their official debut for months, 

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but when it comes to the Olympics, brands don't have a split second to spare in the run-up to July 27. 

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Nike has endorsement deals with some of the world's most famous professional athletes, 

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but with five billion people expected to tune in, participating in the summer Olympics presents a special opportunity. 

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The Summer Olympics always represents a time when a lot of different sports come together, 

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so you have a very broad audience that we try and take advantage of every four years. 

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Not to be outdone, Nike archrival Adidas, an official partner of the Olympic Games. Its new Olympic shoes are already hitting the shelves. 

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But it's not just sports brands gearing up for the Games. 

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Olympic worldwide partner Coke is now posting Olympic advertising on YouTube featuring sports stars 

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and the music of Mark Ronson and Katy B. 

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In this increasingly fragmented media landscape, paying big bucks to reach a global audience is more important now than ever. 

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Generally the Olympics are the ultimate, the crescendo, the apogee, if you will, of feel-good advertising. 

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Most people who are in it don't look at a checklist and count how many shoes they sold. 

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They look at it as a way to insert their brand into a global conversation.

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While Olympic ad budgets are unknown, experts see an almost four-percent year over year rise in U.S. ad revenue, thanks in part to the Summer Games. 

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For Nike, it's millions well spent. 

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It's an opportunity for us to use the Olympics as a backdrop to introduce, you know, the next phase, the next generation of innovation. 

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Nike's hoping for its turn in the winner's circle. But it's just one of many global firms hoping for a marketing slam dunk.