When it comes to the Olympics it doesn't matter whether you're the world record holder, the white hot favourite or defending champion — there are no guarantees. And that was our idea going into the Beijing Olympics: 'Gold Is Never A Given'. The campaign was created by taking some of Adidas' best medal contenders to China six months before the Games to train and get a feel for where they'd compete for gold. Print. Retail. Digital. And 17 films – one released every-single-day-of-the-Olympics.