• NY Sports Journalism, Wednesday, November 10, 2010 10:37 AM

Adidas may be the official sportswear partner of the London Organizing Committee for the Olympic Games but Nike is an official marketing partner of the U.S. Olympic Committee, which guarantees significant TV exposure in the U.S. Pull up a bleacher and get ready to watch "their hate-hate relationship" reach new proportions, Barry Janoff writes.

The latest salvo came on Monday when Nike reopened its flagship Niketown store in central London following "extensive redevelopment." Niketown London, covering about 42,000 square feet over four floors, is now the brand's largest retail outlet in the world.

"The re-launch of our flagship Niketown London store demonstrates our drive to continue to raise our game and offer our consumers world-class shopping experiences in line with our long-term category strategy," says Marc van Pappelendam, gm of Nike UK.

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