History

A Proud Heritage

The iconic Olympic International shoe brand trademark was registered in 1918. Inspired by the Olympic Games movement, the brand is still managed in Cape Town, by Bolton Footwear (PTY) LTD. Olympic launched with a focus on rugby and soccer shoes – the most popular sports of that era. Running spikes and road running shoes were soon added, followed by hockey, cycling and netball – the fastest growing sports in South Africa. Olympic International is proud to be one of the only local brands supporting this growth with innovation in sports shoe design and technology.

The technical footwear era emerges

In 1994, South Africa’s exclusion from international sports ended and the country saw a surge of interest across various sporting disciplines. In the 90s, shoe technology grew exponentially, and the Olympic range became engineered to the very highest standards as a result. Today, Olympic includes all the latest internationally recognised “performance improving” attributes in its shoe ranges, backed up by an international quality assurance system. Every new project is rigorously tested and controlled before being launched into the market.

Olympic sporting greats

Olympic implemented a powerful marketing campaign during the 80s and 90s, competing with international shoe brands for sales volume and popularity. At that time, South Africa was isolated from world sport, and some international shoe brands were prevented from selling their product in South Africa. This further ingrained the brand in the psyche of local athletes and sports people across all codes. School sports and local club sports rapidly became the popular focus of attention, gaining many participants, due to our national teams being banned from world competitions.

Today, the legacy of Olympic continues to live on in each pair of shoes sold – in the sporting arena, lifestyle and fitness too.

 

Olympic sporting greats

archive-pic6Olympic developed a colossal marketing thrust during the eighties and nineties, competing with the international brands on a head on struggle for sales volumes and popularity. During the period in the eighties and early nineties when South Africa was isolated from world sport, some international shoe brand names desisted from allowing their products to be sold in S.A. During that time of boycotts, the Olympic brand became even further entrenched in the psyche of our local athletes and sports people of all genres.

This time also saw school sports and club sports rapidly become the popular focus of attention, gaining many participants. The attention was on local sports now, due to our national teams being banned from world competitions.

The technical footwear era emerges

about-technical-thumbAfter normalisation of South African sport in 1994, the world focused its attention on South Africa, tours and visits of all sporting codes becoming the order of the day.
There now followed in the nineties, a massive surge forward in shoe technology that emerged all over the world and this has remained unabated ever since. Olympic sport shoe range became engineered to the very high standards demanded by the sporting public. New world records were set almost on a monthly basis, and massive financial sport sponsorships became the order of the day. Olympic shoes has since then, kept pace with the times and now includes all the latest “performance improving” items in the new shoe ranges, thus gaining popularity and increasing sales due to more acceptance from the sports fanatics of South Africa. Leading world technology is standard application in all the shoe designs from Olympic, backed up by an international quality assurance system. Every new project is designed to meet with international standards, and then rigorously tested and controlled before being launched into the sports arena. basis, and massive financial sport sponsorships became the order of the day.