Look closely at the athletes' kit when the Olympic Games open in Beijing next month, and one brand in particular may seem keener than others to make something of a statement. The Games, of course, are the ultimate marketing opportunity for any sportswear brand – but Nike has gone into dizzying overdrive to make its mark. Take the new Air Force 1 training shoe, cunningly inspired by the "bird's nest" design of the Olympic stadium. Or the sole of the Air Max 90 sneaker, which along with the Windrunner jacket will be worn by any American, Kenyan or Ukrainian who goes up to collect a medal and has ingeniously been recreated in the colours of the Olympic rings. Representing Nike domination in Britain, look out for marathon maestro Paula Radcliffe, sprinter Simeon Williamson and heptathlete Kelly Sotherton draped in yet more new incarnations of the ubiquitous brand.

But is it new? Any sneaker fiend will know that the Air Force 1 basketball shoe – one of the most collectible sneakers ever......