Nike takes over Eugene for track trials

During the 10-day U.S. Olympic Track & Field Trials, Nike spends millions to transform Eugene.

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During the 10-day U.S. Olympic Track & Field Trials, Nike spends millions to transform Eugene.

As the Trials’ lead sponsor, Nike dominates the Fan Festival area next to Hayward Field with its “Camp Victory” interactive pavilion and store. The festival area is off-limits to Nike’s competitors.

Nike wants “people to go away from the event thinking that Nike is the king of running, and that would be why they have such a strong presence there,” said Matt Powell, a footwear analyst with Sports­OneSource, a sporting goods industry information provider based in Charlotte, N.C.

Read more at The Register-Guard.

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