Nike Minuses. Reebok Pluses.

Apparently Arien O'Connell ran the fastest time in the recent Nike Women's Marathon in San Francisco. But because she ran in a category she wasn't supposed to, she wasn't recognized as the winner. Nike though days later awarded her the first place she had earned, but not before Reebok stepped in and gave her school in Brooklyn, (the Children Charter School), free shoes every month for a year, T-shirts for her class and $2,500 to the school. They also gave her a trophy call the F.U.N. Award. Sure, Nike did the right thing in the end, but quick thinking on the part of the marketing gang at Reebok to jump on this. How cool is that, exploiting the negative space of another brand and being ready to take advantage of an unplanned event for your own brand.