Adidas advertises its skateboarding shoes only in skate magazines, and in August it introduced the Summer Skate Series in San Francisco, a one-day event staging contests for amateur street skaters.

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Nike is number 1, but Adidas hopes their innovative shoe will not only boost sales but will also help the brand reinforce its reputation as an innovator.

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The only school in the Sweet 16 not sponsored by either Adidas or Nike is La Salle, the play-in No. 13 seed that has picked up shocking upsets over Kansas State and Ole Miss.

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So, as the Olympic sponsor and official provider of many national teams, Adidas claims the right to make the athletes wear only its gear on the medals podium, although they can race in whatever shoes they want.

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Only Yao Ming (2002, Reebok), Dwight Howard (2004, Adidas), Derrick Rose (2008, Adidas) and John Wall (2010, Reebok) have signed with other brands.

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