Watching Olympics, China grow

I have been a passionate athlete and sports fan all my life. Therefore, I have followed the Olympic Games ever since I was a young child.

The first Olympic moment I really remember was when I sat in front of the TV and watched how the "greatest of all times" Muhammad Ali won Olympic Gold as an 18-year-old in 1960 in Rome.

In 1972 the Games were held in Munich, Germany, my home country and I managed to get some spectator tickets for the athletic competitions.

Since I joined adidas in 1987 I have had both the privilege and the opportunity to visit many more Olympic Games. But the Olympic Games here in Beijing are especially close to my heart and I would like to tell you why.

I have been traveling to China for 11 years and during this time I have seen how this country progressed at an incredible pace.

I saw new skyscrapers being built every time I came back to Beijing or Shanghai, I saw even more modern factories every time I returned to some of our suppliers' production facilities in Guangdong province.

But, most of all, I saw that China advanced not only economically, but also socially and culturally.

Therefore, I was very pleased when China won the right to host the Beijing Olympic Games back in 2001, because I knew that the staging of the greatest sports event in the world would provide the unique opportunity that through the lens of the Games the world will have a better understanding of the challenges China faces, the remarkable progress the country has made and China's direction for the future.

As a company, adidas did not hesitate to become involved in the preparation for these Games, trying to help the Chinese government and BOCOG to organize the best Games ever.

Adidas is the longest standing and most authentic Olympic sports brand.

Our founder, Adi Dassler, produced his first shoe for an Olympic athlete in 1928. Since then, the Olympic Games and adidas have been closely linked and the Beijing 2008 Olympic Games mark the 80th anniversary of our involvement.

Therefore, we were very grateful and full of joy when BOCOG picked adidas as Official Sportswear Partner for the Beijing 2008 Olympic Games four years ago.

I was personally involved in this bidding process and in our preparations for the Games and I would like to take the opportunity to thank BOCOG for the close and successful cooperation. It is because of this partnership that the Beijing Games have a very special meaning to me and I could not wait for the Games to begin on August 8th, 2008.

Eight is a lucky number in China and it has also brought me my most memorable Olympic experience. On the morning of August 8, I had the privilege to carry the Olympic Torch through the City of Beijing in front of thousands of excited spectators -this was really a once-in-a-lifetime moment.

In the evening I was in the "Bird's Nest" to watch the most spectacular, stunning and emotional Opening Ceremony ever.

As business continues, I now have to leave China. However, the memories of these Olympic Games will stay in my heart forever.

I will be back in China soon, which is now our second largest market worldwide. And I am already curious to see the legacy and the impetus these Olympic Games will leave for the New China.

The author is CEO and Chairman of adidas Group

(China Daily 10/06/2008 page7)