Olympic ingenuity

The upcoming Olympics have definitely created a buzz ­ but it’s more a buzz of irritation than excitement. As Nick Cohen says in this week’s Spectator magazine, the Olympic committee has banned non-sponsors from using all manner of Olympic-related words: Games, 2012, London, and even Bronze, Silver and Gold in the wrong context. As you read this, the ‘branding police’ are patrolling the country, fining every sports shop or café that dares use words on the black list.

It’s a depressing state of affairs. Of course the official partners have paid vast sums of money and don’t want people taking away their promotional ‘advantage’, but it seems distinctly unsporting. But, thank god, the British spirit of enterprise isn’t dead. On Oxford street we discovered that high street shops have invented all manner of ingenious ways of celebrating the Olympics without giving the Olympic inspectors any cause to worry.

Our Gold medal goes to Nike, whose eye-catching new slogan ‘Game On’ is plastered all over their shop walls, along with large black and white prints which encapsulate some of Britain’s golden sporting moments. Silver goes to Puma who have a new range of ‘Bolt’ shoes with obvious reference to their main man Usain. Puma have released a range of T-shirts with the flags of different countries printed on the front. The shop assistant said that its &”a good way of attracting those actually going to the Olympics. They can buy which ever one suits the team they are supporting and they are then able to wear it to the events.”

And finally, the Bronze medal is shared between Hilfiger for their slogan: ‘GOOD LUCK WORLD!’ and Topshop, for their cheery ‘Topshop 2012’ banners. Please do post the names of any others you feel deserve similar recognition in the comments below.