London landmarks were also transformed into sports venues: The Millennium Bridge became a 100m track, BMX bikes raced around a track floating on the Thames and gymnasts hung under Marble Arch.
The deal is the biggest ever single event sponsorship investment by adidas in the UK. It gives adidas marketing and licensing rights to London 2012, and they will provide kit for the British Olympic Association and British Paralympic Association in Vancouver 2010 and London 2012. Games Officials, London 2012 staff and volunteers will also be kitted out in adidas sportswear during the Games.
The sportswear company has provided kit and equipment to British Olympic athletes for over 20 years and for Paralympic athletes since 1989, using the latest materials and technology to help athletes get the best results.
adidas is encouraging everyone to join in with the London 2012 spirit, by setting their own challenges and demonstrating their sports skills. Video clips can be shared and viewed at www.adidas.com/london2012
adidas Global CEO Herbert Heiner, said: 'This is a fantastic opportunity for adidas and we're excited to become a Tier One sponsor of the London 2012 Olympic Games and Paralympic Games. We will play a major role in what promises to be one of the best sporting events the world has ever seen.'
LOCOG Chair Sebastian Coe welcomed adidas to the London 2012 family: 'We extend a very warm welcome to adidas - they are a perfect partner for us as we share many common goals, including a vision to reach out and inspire young people in the UK and beyond. The team at LOCOG and I look forward to working with them over the next five years or so.'
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