This ad ran in the national dailies (The Telegraph, The Times, etc) the day after Steven Redgrave had won his fourth gold medal at the Atlanta Olympics. It was classic 'hijack' marketing that allowed Russell Athletic (who sponsored Redgrave and Pinsent throughout their training) to gain exposure in relation to the Olympics (the highest profile sport in the world) without the cost of being an official Olympics sponsor.

 

 

Advertising—Russell Athletic

 

Steven Redgrave gold medal ad