The sports equipment firm Nike has launched a campaign on the 15 screens of the Gran Vía Circuit to pay tribute to some of the great Spanish sportsmen and women who are taking part in the Olympic Games in Paris. The action, starring footballers Salma Paralluelo and Alexa Putellas and tennis player Carlos Alcaraz, extols the competitive and winning spirit of these figures with phrases such as ‘Winning is a hard habit to lose’ and ‘In my mind there is only room for gold’.