In a now famous case of ambush marketing (a subset of guerilla marketing), when entire countries were tuned to the 2008 Summer Olympics opening ceremony, millions saw Li Ning light the torch. Though the Li-Ning company was not an official sponsor of the games, it had still associated itself with the games through its role as an equipment supplier for several Chinese Olympic teams, and through Li's status as a Chinese sports and business icon. Consequently, the ceremony generated tremendous exposure for Li's eponymous company to the chagrin of official sports apparel supplier Adidas, as viewers did not realize that he had been fully dressed in Adidas as per its sponsorship rights to the Games The company's share price increased by over 3% on the first day of trading after the opening ceremony.