Tackling ambush marketing at London 2012
Children lining the route of the athletes parade through the Olympic Park are being advised to wear "comfortable, unbranded or Adidas shoes".
So why is such attention being paid by the organisers of the London 2012 Games to the brand of footwear being worn by participants of the opening ceremony?
Part of the answer lies in the fear of "ambush marketing" an attempt by non sponsors to cash Adidas Yeezy Boost in on an association with the Olympics without putting anything in themselves.
Lots of sporting events have been used by businesses to promote their brand using eye catching gimmicks.
Locog says the London 2012 brand Adidas Yeezy 350 Boost is its "most valuable asset".
However, it is expecting some firms to spend more on ambush marketing than others have spent on official sponsorship.
The ODA, the publicly funded body which will oversee this work, says it is ready for some unusual and imaginative marketing attempts aimed at catching the eye.
London 2012 One extraordinary year
allow them to police areas up to 200m around the venues, known as event zones, which include the sky above these venues.
Businesses in these areas can use aon the London 2012 website to see where these restrictions come into force.
These areas also include any water Adidas Yeezy Boost 750 around venues, which may be important for the sailing events at Weymouth.
Officers will be expected to disrupt any ambush marketing before it happens. This includes powers to take down temporary advertising structures, stop mass giveaways of items such as umbrellas or T shirts, or remove counterfeit goods from sale.
We will not be targeting people who have received giveaways, but they may not be able to take these items into venuesAlice Nugent, ODA
One eye will also be kept on the digital world, with social media opening a new avenue for businesses to market their goods.
So will all these regulations impact on fans attending the Games?
Alice Nugent, programme manager for advertising and trading at the ODA, says that spectators need not fear that they will be targeted by officers.
"Members of the public should not worry. They are not going to be committing a crime if they own T shirts with Adidas Yeezy Boost 750 brands on," she says.
"We will not be targeting people who have received giveaways, but they may not be able to take these items into venues."
SanctionsThose businesses which do flout the rules with the most serious cases of ambush marketing can find themselves subject to criminal prosecution.
Penalties can reach a maximum of 20,000 in the magistrates court, or an unlimited fine for serious cases that are heard in a Crown Court. Charges can also be brought against individual directors of these businesses.
1984: Kodak sponsors TV broadcasts, despite Fuji being Los Angeles Olympics' official sponsor; Fuji returns favour at Seoul 1988 Games
1992: Nike sponsors news conferences with the US basketball team; Michael Jordan accepts the gold medal for basketball and covers up his Reebok logo