The Paris 2024 Olympic Games were a showcase of innovation and brand exposure, where various marketing strategies stood out on the global stage. In an event where athletic competition intertwines with the power of branding, some brands excelled by uniquely connecting with their audiences. Here we present three examples of brands that successfully captured the world’s attention and set new standards for brand promotion and engagement at top-tier sporting events.
Bronze: Nike and its consolidation as a cultural icon. At the Paris 2024 Olympics, Nike reinforced its status as the go-to brand for elite athletes, thanks to its cutting-edge technology and innovative approach. The “Winning Isn’t for Everyone” campaign showcased Nike’s alliances with top athletes, highlighting their maverick spirit and determination. But in Paris, Nike took things to the next level by establishing itself as a cultural icon through an impressive exhibition at one of the world’s most iconic museums, the Centre Pompidou. This campaign offered compelling storytelling, giving audiences a unique insight into the psychology of winning and connecting them viscerally with the energy driving the world’s best athletes.
Nike’s “Art of Victory” exhibition celebrated the evolution of Nike Air technology, linking back to the radical design inspiration of the Air Max 1, which was first conceived at the Pompidou nearly 40 years ago. With consistent messaging and an execution rich in technology, Nike transformed the Pompidou’s iconic façade into a dynamic canvas for groundbreaking sports stories. This initiative highlighted the unifying power of the winning mindset across diverse athletic communities, emphasizing inclusivity and diversity. The immersive experience, featuring activities such as running, basketball, and skateboarding, invited the public to engage with art and sport in new ways. By offering free access to those under 26, Nike further promoted inclusivity and encouraged young people to explore the intersection of sport and culture.
Silver: LVMH and its presence in all the key moments of the games. LVMH, the world’s largest luxury conglomerate, made a significant impact at the Paris 2024 Olympics through a multifaceted sponsorship that involved many of its iconic brands. Louis Vuitton was at the forefront, from crafting the cases for the Olympic medals to dressing officials in their distinctive attire for the medal presentations. Berluti designed the uniforms for the French team during the lavish opening ceremony on the Seine, Moet Hennessy provided the champagne to toast the victors, and Chaumet designed the Olympic medals. All of these actions gave LVMH brands high visibility during the games and achieved their goal of celebrating French craftsmanship and style on a global stage.
The sponsorship deal, valued at $160 million, ensured the presence of LVMH brands at key moments, generating substantial media exposure. This visibility reinforced LVMH’s image as an emblem of luxury, with television broadcasts capturing the elegance of their contributions, from the beautifully designed medals to the celebratory champagne toasts. This strategic partnership not only highlighted the timeless appeal and influence of LVMH’s brands but also underscored their ability to adapt to modern consumer expectations.
Gold: The Paralympics and its Tik Tok strategy. The Paralympic Games captured the gold medal in brand exposure through their innovative TikTok strategy, which successfully reached new audiences by leveraging the platform’s unique sounds and engaging editing techniques. Thanks to this action, the team behind the Paralympic Tik Tok account was able to bring awareness of lesser-known sports, such as blind soccer or sitting volleyball and create a vibrant online community that celebrates athletic excellence and inclusivity.
At first, the new tone in their content sparked some controversy, but the team used this opportunity to reaffirm their goal of educating people in a fun and entertaining way. The sensitivity of their approach was highlighted when the International Paralympic Committee (IPC) revealed that the account is run by a Paralympian. This strategy proved to be highly successful, with the Paralympic Games TikTok account gaining over 4 million followers and more than 110 million likes across its videos. By using social media effectively, the Paralympics have transformed how people view and engage with sports, establishing themselves as leaders in innovative audience engagement.