Gold is Never a Given: Haile Gebrselassie / Yelena Isinbayeva / Tyson Gay

Gold is never a given. In February 2008, six adidas athletes flew to Beijing – six months before the Olympic Games. Why? Because as gold medal favourites they knew winning is never guaranteed. That’s why they were there in sub-zero temperatures training and familiarising themselves with the host city. Adidas and 180 Amsterdam went there to capture this.