Exploitation or business as usual? Navigating the ambush marketing minefield

It is rare that trademark disputes grab global headlines in the way that recent ambush marketing activities in South Africa have. Much of the coverage has focused on those who blatantly flout the laws passed to deter these activities - often overlooked are the brands which want to carry on with legitimate marketing efforts while an event takes place. Yet how easy is it to actually walk the thin line between ‘business as usual' and accusations of exploitation? WTR put this question to Nike.