Word: gymnastic
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...same way Nike did--by getting a revered athlete to hawk its products. But while Nike had to hand over millions in endorsement fees to basketball superstar Michael Jordan, Li Ning Sports Goods just put its eponymous chief executive in front of the cameras. Li Ning, a former gymnast, won the hearts of millions of Chinese when he took six medals--three of them gold--at the 1984 Los Angeles Olympics. Since he founded his company in 1988, Li, 39, has doubled as its spokesman, and he is largely credited for a 32% annual average growth that makes the firm...
...cross-trainers fly off the shelves. For 13 years, Beijing Li Ning Sports Goods applied that formula, becoming China's largest athletic-shoe and sports-apparel brand?without blowing big bucks on superstars. Why were they spared the expense? Because the founder and chairman of Li Ning Sports, champion gymnast Li Ning, is also the company's chief spokesman. Li became a national hero to millions of Chinese after he won six medals?three of them gold?at the 1984 Los Angeles Olympics. It's as if Michael Jordan had his own sneaker company instead of being a shoe tree...
Daniels, who also started dancing at four, likewise brings a long-standing dance ethic to the team. A four-year All-American cheerleader at Heritage Hall High School, Daniels excelled with a local dance group, Kim Massay Dance Productions, and eventually became a Level 10 gymnast (which is one level below Olympic athletes) before injuries forced her out of the sport...
Gamines are always a big hit at the Olympics, whether they're ice skaters or gymnasts. Perhaps the first celebrity sprite was Belarus gymnast OLGA KORBUT, whose feats of elasticity in 1972 earned her three gold medals. Unfortunately, she seems to have tumbled in her middle years. Now 46 and living in Atlanta, Korbut was arrested recently for shoplifting $19 worth of groceries. It was further revealed that in December, police who arrived at her apartment with an eviction notice found $30,000 in counterfeit bills. A friend said Korbut was not living there at the time...
Director Steven Soderbergh gives us a brilliant series of intertwining vignettes about the performance-enhancing drug trade in the Sydney Olympics. Benicio Del Toro is a conflicted, street-smart International Olympic Committee official who tries and fails to deal with the problem. Catherine Zeta-Jones is an Olympic gymnast who loses her gold medal after testing positive for banned substances found in common vitamin supplements. Michael Douglas is IOC Chair Juan Antonio Samaranch, who is too busy accepting bribes from various cities that want the games to fix anything...