Lord Coe misheard Nike question, claims London 2012 comms chief

Lord Coe: misheard questions during radio interview
Lord Coe: misheard questions during radio interview

The London 2012 Olympic's communications chief today (20 July) claimed Seb Coe misheard the question, after the London 2012 chairman appeared confused as to whether the public would be allowed to wear Nike trainers at Olympic venues.

Coe was being interviewed by Evan Davies on Radio 4's high-profile 'Today Programme', ahead of the start of the Olympics, which are now just seven-days away.


Coe was asked a number of questions about Olympic sponsorship and how the protection of sponsors would impact on the people attending an Olympic event.

Davies focused in on questions about Pepsi, rival to Olympic sponsor Coke, and Nike, which is a rival to Olympic sponsor adidas.

The exchange between Coe and Davies ran as follows:

Evan Davies: Can I go to an Olympic event wearing a Pepsi t-shirt?

Seb Coe: No, you probably wouldn’t be walking in with a Pepsi t-shirt because Coca-Cola are our sponsors and again they put millions of pounds into this project but also millions of pounds into grass roots sport – it is important to protect those sponsors.

Davies: Can I go in with Nike trainers on?

Coe: I think you probably could.

Davies: You don’t know?! You don’t know whether I can go to the Games with Nike trainers on – you are only one week away.

Coe: Evan, let’s put some reality in this. You probably would be able to walk through with Nike trainers. Does that satisfy you?

Davies: 'Probably' doesn’t actually but I’m assuming by that you mean you can wear Nike trainers.

Jackie Brock-Doyle, director of communications and public affairs at London 2012, who sat in on the interview claimed Coe misheard the question regarding Nike, which so perplexed him.

Instead of hearing "Can I go in with Nike trainers on?" Brock-Doyle said Coe heard "Can workers go in with Nike trainers on?", adding that the whole "interview was difficult to hear."

Brock-Doyle said Olympic rules meant that workers would have to be kitted out all in adidas gear so wouldn’t be able to wear Nike. 

But people attending the Olympics would be able to wear Nike.

Brock-Doyle said Olympic organisers would, though, take action if a group of 20 or 30 people arrived at an Olympic venue kitted out in the name of corporate brand which was not an Olympic sponsor.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer