Retailers Go For Gold By Evoking Olympic Games

Aug 9, 2012
Originally published on August 9, 2012 8:03 am

More than 20 percent of online retailers have referred to the Olympics in their promotional materials in recent weeks. But unless they're official sponsors, they can't directly use trademarked Olympic symbols or even the word Olympics. So many have had to get creative, using language such as "go for the gold," "podium" or "world-class" to catch the attention of fans.