As the 2025 Super Bowl draws near, we turned to the Moments Lab team—a group of passionate sport enthusiasts—to curate a list of the most unforgettable brand moments in sports history.

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From iconic athletic achievements to enduring fashion trends and legendary brand rivalries, we hope you enjoy this hit of sport nostalgia.

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Usain Bolt’s Golden Puma Shoes at Beijing 2008

When Usain Bolt sprinted into history at the 2008 Olympics, winning gold with a time of 9.69s, his golden Puma shoes stole the spotlight. The Jamaican flag took a backseat to the gleaming Puma logo, symbolizing speed, style, and dominance. This moment showcased how footwear could become a focal point of athletic achievement, elevating Puma’s status in the competitive sportswear market.

In 2008, Thomas Henningsen, Puma Global Travel Retail Manager, told The Moodie Report: “Usain Bolt significantly increased Puma’s brand awareness, particularly in our segment of ‘Running’ and added credibility and authenticity to our competence as a sports performance brand.”

Adidas and the All Blacks: A Legacy of Dominance

Adidas was the first brand to feature prominently on the All Blacks’ jersey back in 1999, aligning itself with one of the most successful teams in rugby history. The iconic three stripes became synonymous with New Zealand Rugby’s relentless pursuit of excellence, supporting not only the All Blacks but also the Black Ferns.

Michael Jordan’s Reebok Logo Snub

At the 1992 Barcelona Olympics, Michael Jordan famously draped an American flag over his Reebok-branded warm-up suit to avoid promoting a competitor to his Nike endorsement. This moment showed the power of athlete endorsements and underscored Jordan’s loyalty to Nike, a relationship that redefined sports marketing.

Adidas vs. Nike at the 2012 Olympics

Adidas was the official sponsor of the 2012 London Olympics, but Nike’s strong marketing strategy stole the show. From custom-designed kits for non-sponsored athletes to the “Find Your Greatness” campaign, Nike demonstrated strong creativity in branding. This clash highlighted the fierce competition between the two giants, but also shaped how brands engage with global events.

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Lacoste and the Elegance of Roland Garros

Lacoste’s iconic crocodile logo has been a staple at Roland Garros, embodying the sophistication of tennis. Founded by René Lacoste, a seven-time Grand Slam champion, the brand seamlessly blends sport and style.

Stan Smith: The Man Behind the Shoes

Stan Smith, the tennis legend, not only won Grand Slam titles but also lent his name to one of the most iconic sneakers in history. The Adidas Stan Smith shoes transcended tennis, to become a cultural phenomenon. This collaboration set a precedent for how sports figures influence fashion. 

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Werner Ladders and the NCAA Net-Cutting Tradition

Werner Ladder’s sponsorship of the NCAA net-cutting ceremony has turned a simple act into a celebrated tradition. As basketball teams climb the ladder to cut down the net, the Werner logo is prominently displayed, making Werner a household name in basketball culture.

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Nike’s Breaking2 Project: Redefining Limits

Nike’s Breaking2 project started in 2016, with the goal of breaking the two-hour marathon barrier. The attempt took place in 2017 and fell just short of the objective, but the campaign highlighted Nike’s commitment to pushing boundaries, with the sleek design of Nike shoes ever on display.

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The Dunlop Turn at Le Mans

The Dunlop Turn at the Le Mans race track is not just a challenging corner but also a testament to Dunlop’s legacy in motorsport. The brand’s logo, displayed at this iconic location, symbolizes precision and endurance, qualities essential to both racing and tire manufacturing.

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The Super Bowl Halftime Show: From Pepsi to Apple Music 

The Super Bowl Halftime Show has evolved into a cultural spectacle, with its sponsorship shifting from Pepsi to Apple Music. This transition demonstrates the changing landscape of entertainment and branding, with tech giants increasingly dominating global events. The halftime show remains a prime time and sets an example of how brands can leverage sports to reach massive audiences.

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Rihanna’s Fenty Beauty Moment at the Halftime Show

During her 2023 Super Bowl Halftime Show, Rihanna paused to touch up her makeup with a Fenty Beauty compact, nonchalantly integrating her $2.8 billion brand into the performance—demonstrating how beauty can intersect with sports entertainment.

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The Gatorade Shower: A Super Bowl Tradition

The Gatorade shower or Gatorade bath, where the winning team douses their coach, has become a beloved Super Bowl tradition. The colorful Gatorade logo is front and center, symbolizing celebration and victory.

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We hope you enjoyed remembering these moments with us! Discover how Moments Lab helps sports teams, federations and competitions to manage vast media libraries and to stay in the know, check out this list of the top Sports Media Technology Trade Shows and Conferences to attend in 2025.

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