Nike files suit against 800-metre champion Boris Berian

Nike is stepping up its legal game ahead of the Rio Olympics this summer, as they are set to bring a lawsuit against Boris Berian, the world indoor 800-metre champion.

The athlete was approached by the sportswear giant at a track meeting in Los Angeles, claiming that he had violated the endorsement that he had with them.

The athlete was approached by the sportswear giant at a track meeting in Los Angeles

Berian had agreed a sponsorship deal with rival New Balance after his Nike deal had finished in December 2015, but now the company are claiming that they had a carry-on clause that could prevent him from wearing non-Nike gear during the summer games.

Nike have been known to take very serious their pursuit of elite athletes, and this case only serves to strengthen this image, as Berian could hardly be considered as a global heavyweight, having only recommitted to the sport a year ago.

“Nike values its relationships with athletes and we expect them to honor their contractual commitments,” the company said on Monday. “Where necessary we’ll take steps to protect our rights.”

A stand off ensued on two occasions last year between Nike and rival firm Adidas, signifying their continuing antagonism in a heavily competitive sportswear environment.

Nike values its relationships with athletes and we expect them to honor their contractual commitments

Nike continues to dominate the track and field events of the Olympics, sewing up sponsorship deals with the Kenya, China, Germany, and Canada teams, as well as extending their contract with the US team until a whopping 2040.

New Balance, Puma and others are starting to cause realistic problems for Nike however, increasing their bets in the hope of procuring young talent into their mits. Puma landed an early deal with Jamaican superstar Usain Bolt which has continued throughout the six-gold-medal-winner's career.

One of the major driving forces behind Nike's tough approach is their top marketing executive for athletics, John Capriotti.

The former Kansas State track coach has an annual budget of between $60-90 million, according to the Wall Street Journal. He has been accused of various roughhouse tactics, including threatening to kill an employee of Brooks Running Co. during the US National championships in 2015.

If Berian were to make it to the Olympic Games, the irony would be that he would wear Nike gear anyway, apart from his footwear that is

He denied those allegations but many of those familar in the business circles have noted his win at all costs approach to acquiring talent.

If Berian were to make it to the Olympic Games, the irony would be that he would wear Nike gear anyway, apart from his footwear that is. Nike's agreement with Team USA provides as much. But this case could be the catalyst for a long-running assault on competition from Nike executives.