Just came across this report on 'brand desire' by a company called Clear.

The following item on the relative effectiveness of our work at the time of the Olympics for Nike vs their key competitor Adidas was of particular interest to us.

"By connecting to the attitudes of their target audience and building on Nike's energising brand purpose, the campaign dominated online channels… Nike saw a 25% Brand Desire increase this year to Adidas' 16% decrease."