As Adidas plans to capitalize on what may be its last Olympics sponsorship, perennial challenger Nike is unveiling a global campaign saluting ordinary non-Olympians in other “Londons” across the world.  “Somehow we’ve come to believe that greatness is for the chosen few, for the superstars,” states a voiceover as laymen athletes are shown competing in London, Ontario; London, Nigeria; London, Norway; and Little London, Jamaica. “The truth is, greatness is for all of us. This is not about lowering expectations; it’s about raising them for every last one of us.”  The ad, set to break in the UK and other countries on Friday, is sort of an ambush attack on Adidas. Of course, Nike, which is not an official sponsor of the International Olympic Committee or the London 2012 Olympics, gets to have it both ways, saluting everyday athletes while executing multi-million-dollar campaigns with elite pro athletes outside the Games in London.  What do you think? Are you buying what Nike is selling? Let us know in the comments.  Jones, whose social media success we profiled in May, is the standard bearer for Olympians on Twitter. She's honest, hilarious, tweets often, and is a world class hurdler for the United States.  A member of the American men's basketball team, Love is one of the NBA's cleverest players on Twitter. He should be an entertaining follow in London.  Bolt will be one of the Olympics' biggest stars. The Jamaican sprinter recently told us about his interest in tech and social media. He shares photos often on Twitter.  Mata helped Spain to the Euro 2012 title earlier this summer and will look to follow that up with an Olympic championship in August. He tweets in English and Spanish.  The Danish tennis star is engaging on Twitter, frequently posting her training and status updates. Even better, she dates pro golfer Rory Mcilroy — both are terrific follows when the other is competing.  The top women's basketball player in the world suits up for the United States. Parker is active, humorous and down-to-earth on social media.  The American swimmer told us in May that he uses social media to boost his visibility and marketing potential. His lighthearted tweets and frequent interactions with fans on Twitter helped him pick up sponsors like BMW and Got Chocolate Milk.  A wrestler for the United States, Burroughs' frequent updates, enthusiasm and humor have helped him rack up more than 20,000 followers. His handle, @alliseeisgold, is pretty cool too.  Meichtry swims for Switzerland and is betrothed to American swimmer Jessica Hardy. He's enthusiastic about sharing the Olympic experience with followers.  The American middle-distance runner spoke to us in June. He is super active on Twitter and is an outspoken advocate for Olympians' rights to market themselves, despite IOC restrictions.  Perhaps the 2012 Olympics' biggest celebrity, James won his first NBA title with the Miami Heat in June and will look to follow up in London with his second gold medal. He took time off Twitter during the NBA Playoffs, but will likely be much more active during the summer games.  The soccer prodigy tweets mostly in Portuguese, but should be a fun follow as he tries to lead Brazil to its first Olympic title.  An American swimmer, Coughlin is super friendly, funny and accessible on Twitter.  In May, it was reported that Adlington would forsake Twitter in London because of cruel social media trolls. But the swimmer said she could never give up the microblogging network, and looks to be a solid follow as the Olympics visit her home country.  A star diver for Australia, Mitcham is one of the games' few high profile openly gay competitors.  The United States women's soccer team's erstwhile goalkeeper is a great follow for soccer fans and non-fans alike.  Ginobili tweets largely in Spanish, but the basketball star is still worth your attention. You'll love his sheer joy representing Argentina and respect his obvious pride for his country. And really, that's what the Olympics are all about.  The American swimmer and rising marketing juggernaut is generous about interacting with followers and providing a glimpse inside the life of a London superstar.  Powell is one of a handful of incredible Jamaican sprinters. He frequently posts slice-of-life photos and — as evidenced by the screenshot at left — is religious about replying to fans and well wishers.  Still just a teen, the British diver is already a celebrity in the UK. He's smart about using social media to his advantage.  Nicknamed "Blade Runner," the South African runner has prosthetic lower legs. He will become the first double-amputee to ever compete in the Olympics (he'll also participate in the Paralympics). On Twitter, he frequently provides training updates and behind-the-scenes glimpses while inspiring his more than 50,000 followers.  The Australian swimmer responds to followers, posts plenty of photos and speaks her mind — sometimes to a fault.  A favorite follow for many Olympic fans, American gymnast Liukin will be a major star in London for NBC after unexpectedly failing to make the U.S. team.  The Serbian tennis powerhouse is favored to win in London. He's more active on Twitter than some of the sport's other stars.  Sullivan is an Australian sprint swimmer. He has more than 24,000 followers, but tweets pretty much like any other normal dude.
In a bit of counter-programming, Nike is celebrating ordinary athletes with a campaign set to air during the Olympics.