Olympic sponsorship and advertising has driven adidas' sales in the UK

"Olympic sponsor Adidas has hailed its biggest ever UK marketing campaign ‘Take the Stage’ for lifting sales of London 2012-related merchandise to around around £100m.
It means that the sports manufacturer has already recouped its £100m investment in sponsoring the Games, with further sales expected.
The ‘Take the Stage’ campaign launched earlier this year and has featured British athletes and celebrities including heptathlete Jessica Ennis, footballer David Beckham and comedian Keith Lemmon."

Source:  Marketing Week, 3rd August 2012