It seems the tactic has successfully confused consumers into believing Nike is the official sponsor of the Games. An online survey conducted at the end of July found that 37 per cent of US consumers identified Nike as an Olympic sponsor, compared to 24 per cent for Adidas ( Toluma Global Omnibus Survey ). Nike also launched an effective ambush marketing campaign at the Beijing Olympics. In 2008, a China market survey revealed that 40 per cent of respondents thought Nike was in fact the official Olympic sponsor.