Which groundbreaking sports marketing campaign first featured athletes speaking directly to fans through social media during the Olympics, bypassing traditional media filters?

Nike's 'Just Do It' campaign changed athletic apparel marketing forever, but the sports industry has seen many revolutionary marketing moments. Test your knowledge about iconic sports marketing campaigns that transformed how products are promoted in the athletics world. This question explores a pivotal campaign that broke traditional advertising norms and created a new relationship between athletes, brands, and fans.

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Adidas' 'Impossible Is Nothing' campaign during the 2008 Beijing Olympics
Nike's 'Find Your Greatness' campaign during the 2012 London Olympics
Beats by Dre's 'The Game Before The Game' during the 2014 World Cup
Under Armour's 'I Will What I Want' campaign during the 2016 Rio Olympics