" When the chinese women weightlifters win the first gold in 2008 , the spirit of hongxing erke will also be widely spread , " says an optimistic marketing executive .
When executives at hongxing erke , a chinese sports-shoe maker , were planning an olympics marketing strategy , they began by examining the schedule of events .
But the job of clothing teams from more obscure nations sometimes falls to smaller companies . The chinese hongxing erke group had dressed north korean athletes in recent years , but it isn 't equipping them for this cup .