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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. 
耐吉向來以星光熠熠的廣告宣傳而出名，而隨著倫敦奧運逐漸接近，耐吉正準備進行一場精銳盡出的行銷大戰。

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Maggie Lake shows us what to expect from Nike and other major Olympics advertisers and suppliers. 
瑪姬．雷克要告訴我們，耐吉和其他奧運的主要廣告商和供應商會有些什麼動作。

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With heart-pounding videos, star turns from Carl Lewis...
伴隨著令人心跳加速的影片，卡爾．劉易士如明星般登場……

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Well, welcome to New York and the launch of two days of unbelievable innovation. 
歡迎來到紐約，參加為期兩天充滿驚奇的創新發表會。

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...and present-day Olympic greats like Walter Dix and Carmelita Jeter. 
……還有當今奧運名人，例如華特．迪克斯和卡梅莉塔．傑特。

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I know for sure I'm definitely gonna run fast. 
我很清楚自己一定會跑得很快。

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Nike set the bar high indeed at its Olympic product launch in New York City. 
耐吉在這場於紐約市舉辦的奧運產品發表會中，確實將標準拉抬得很高。

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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. 
我們要向各位展示最新的運動表現科技、運動鞋，以及各位今夏會在倫敦看到全球最偉大運動員穿在身上的衣著。

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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, 
耐吉輕如羽毛的運動鞋、尖端科技的田徑服以及色彩鮮豔的運動衫，在未來幾個月內都不會正式對外亮相，

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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. 
但是一提到奧運會，各品牌分秒比爭急起迎向七月二十七日。

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Nike has endorsement deals with some of the world's most famous professional athletes, 
耐吉和全球一些最知名的職業運動員簽有代言合約，

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but with five billion people expected to tune in, participating in the summer Olympics presents a special opportunity. 
但由於預期將有五十億人會收看奧運比賽，投入夏季奧運會來了特別的機會。

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The Summer Olympics always represents a time when a lot of different sports come together, 
夏季奧運會向來都代表著很多不同運動齊聚一堂的時刻，

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so you have a very broad audience that we try and take advantage of every four years. 
所以你有非常廣大的觀眾群，我們每四年都會設法善加利用這個機會。

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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. 
不甘示弱地，耐吉的勁迪愛迪達則是奧運會的官方合作夥伴。愛迪達新推出的奧運球鞋已經上架了。

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But it's not just sports brands gearing up for the Games. 
不過，為了奧運會而上緊發條的可不只有運動品牌而已，

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Olympic worldwide partner Coke is now posting Olympic advertising on YouTube featuring sports stars 
奧運會的全球夥伴可口可樂公司目前正在 YouTube 上刊登以運動明星為主角的奧運廣告，

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and the music of Mark Ronson and Katy B. 
並搭配馬克．郎森和凱蒂．B的音樂。

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In this increasingly fragmented media landscape, paying big bucks to reach a global audience is more important now than ever. 
在這個愈趨零散的媒體大環境下，如今砸大錢打動全球觀眾比以往來得更重要了。

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Generally the Olympics are the ultimate, the crescendo, the apogee, if you will, of feel-good advertising. 
通常來說，奧運會就是製作「覺得很棒的廣告」的根本、強化、乃至於最高點。

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Most people who are in it don't look at a checklist and count how many shoes they sold. 
大部分的廣告人士不會看著一張清單，然後清點他們賣了多少雙鞋。

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They look at it as a way to insert their brand into a global conversation.
他們把奧運視為將自家品牌置入全球交流互動的一個管道。

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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. 
雖然奧運會的廣告預算不為人知，但專家認為，美國廣告收益年年成長將近百分之四，就是拜夏季奧運會之賜。

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For Nike, it's millions well spent. 
對耐吉而言，這幾百萬美元花得很值得。

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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. 
這給了我們一個機會，讓我們以奧運會為背景來介紹新階段、新一代的創新產品。

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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.
耐吉希望這次能輪到他們躋身贏家的行列。不過，耐吉也只是眾多希望行銷成功出擊的跨國公司之一。