Purposes: (1) to explore the meanings of symbols in the commercial; (2) to analyze the connotation derived from symbols; (3) to realize how Nike utilize the symbols to affect the cognition of consumers. Methodology: The researchers divided the commercial into three symbols such as London, sports and people. Adopting the R. Barthes' theory of semiotics as a theoretical basis to explain the denotation of the symbols and deconstructing the connotation of the symbols. Results: (1) There was 16 times of London symbol, 12 different kinds of sports and 5 variable backgrounds continuously used as the foundation of the commercial. (2) Nike connected to London by the repeated its symbol, various sports were characterized as varied games of Olympics, and the four variable backgrounds symbolized the Olympics spirit-Sports for all. (3) The commercial described the scenario to construct the bridge between Nike and the Olympic Games in the consumers' mind. Conclusion: Nike manipulated the symbolic meanings and the existent time to to try to misunderstand people that Nike was one of the Olympics partners. The findings showed Nike was able to legitimate cross-border and reach ambush marketing. Therefore, Sports organizations should contract with relay stations to ensure that the sponsor has the power to give priority to purchasing the commercial time slots.