Olympic Gold: How Brands are Planning to Win at the Paris 2024 Games

The Olympic Games have long been a global stage for not only athletes but also brands seeking to elevate their visibility and connect with audiences worldwide. The upcoming 2024 Paris Olympic Games, set to take place from July 26 to August 11, and the Paralympic Games from August 28 to September 8, provide an unparalleled opportunity for brands to showcase their heritage, create unique experiences, and capitalise on the global spotlight. This article explores how different brands are leveraging these themes to make a lasting impact at the Paris Games.

Source: Australian Olympic Committee

1.INFUSING HERITAGE INTO PARTNERSHIPS

ASICS: Blending Australian and Japanese Heritage

ASICS has masterfully merged the heritage of the country they are sponsoring with their own Japanese roots in the design of the 2024 Australian Olympic uniforms. Each piece of the uniform features the iconic Australian green and gold colour scheme, enhanced by Indigenous artwork, marking the largest integration of Indigenous art in Australian Olympic history. Simultaneously, ASICS has incorporated the Japonism Yagasuri (arrow pattern) graphic, a symbol of strength, steadfastness, and determination. This arrow motif, which signifies forward momentum, pays homage to ASICS' Japanese heritage. By blending these two distinct cultural elements, ASICS honours both the athletes' national pride and the brand’s own legacy, encapsulating the essence of unity and forward movement inherent in the Olympic spirit.

Source: Australian Olympic Committee

July: Carrying Legacy

Australian luggage brand July has created a custom suitcase design for the Paris 2024 Olympic Games, adorned with the iconic Australian crest. This partnership, marking July as an official Australian Olympic Team supplier, is a significant milestone for the brand since its founding in 2019. The design draws inspiration from the 1956 Melbourne Games, reflecting both the heritage of the brand, which was founded in Melbourne, and a historical moment for the Australian Olympic movement. The custom July Carry On Pro features a textured cream finish, gold hardware, and soft leather handles, echoing the vintage aesthetic of the 1956 Australian Olympic Team uniforms. Additionally, the campaign was shot on film at Melbourne University, the training ground for the 1956 Games, to capture the essence of sporting excellence and national pride. July's collaboration blends tradition with contemporary style, celebrating Australia’s rich sporting heritage while supporting its athletes on their Olympic journey.

Source: Paris 2024

LVMH: Heritage at the Heart

LVMH, through its luxury jeweller Maison Chaumet, has been entrusted with the prestigious task of designing the medals for the Paris 2024 Olympic and Paralympic Games. The design features a hexagon, a visual emblem symbolising France (known as L’Hexagone due to the country’s geographic shape), amplified by rays that evoke the radiance of the nation and the athletes. Each medal includes a piece of the Eiffel Tower at its centre, preserved during its renovation, ensuring that every champion carries a piece of Parisian heritage close to their heart. This initiative beautifully aligns with LVMH’s brand ethos, emphasising the fusion of tradition and exceptional craftsmanship.

Source: ABC News

2. CREATING NEW EXPERIENCES FOR BRAND AWARENESS

Uber: Transforming Transportation

As Paris anticipates a 30% influx of travellers during the Olympic Games , Uber is seizing the opportunity to create unforgettable experiences. The Uber Bubbles experience offers guests a scenic drive through the countryside to the heart of the Champagne wine region, while the Uber Cruises initiative, part of its broader push for eco-friendly journeys, provides free 100% electric boat rides down the Seine. These initiatives not only enhance brand visibility but also promote sustainable travel options, reinforcing Uber’s commitment to innovation and environmental stewardship.

Source: Frederik Vercruysse, courtesy of Airbnb

Airbnb: Exclusive Olympic Stays

Airbnb is leveraging the increased foot traffic in Paris with its "Icons" experiences, offering unique stays in iconic locations such as the Musée d’Orsay during the Olympics. This initiative, featuring limited bookings for lucky guests, has significantly boosted listing page views and nights booked during the Games period. By offering these exclusive experiences, Airbnb enhances its brand appeal and capitalises on the heightened demand for unique accommodation options during major events.

Source: Vogue

3. CAPITALISING ON THE GLOBAL SPOTLIGHT

Nike: A Major Marketing Push

Nike is making its largest marketing investment to date for the Paris 2024 Olympics. The brand aims to revive flagging sales (Q4FY24 revenues down 2%) and compete with emerging rivals that it has recently lost market share to (such as Hoka and On Running). The campaign features sponsored athletes like marathon record holder Eliud Kipchoge and includes 13 new shoe prototypes developed with elite athletes. By sponsoring top athletes and showcasing innovative designs, Nike strengthens its association with peak performance and cutting-edge technology, positioning itself as a leader in the sportswear market at the most prestigious sporting event. Additionally, Nike's biggest media spend to date highlights its strategy to rejuvenate its brand amid increased competition. With total marketing expenses up 10% on the prior year, Nike aims to capitalise on the global Olympic stage to regain market share and drive consumer demand, contrasting with Adidas’ reduced marketing efforts.

Source: Nine Entertainment Group

Nine: Broadcasting Brilliance

Nine, the Australian broadcaster, has made a strategic investment exceeding $300 million in securing broadcast and streaming rights for a series of five Olympic Games, culminating with Brisbane 2032. Despite these high costs, Nine has already secured $135 million in advertising revenue for the Paris 2024 Games alone, positioning itself favourably to potentially achieve profitability. This financial success contrasts with industry norms where broadcasters typically struggle to profit from Olympic and Paralympic coverage; for example, Seven's coverage of the 2020 Tokyo Olympics resulted in a significant $50 million loss despite record-breaking viewership. Beyond financial gains, the Games serve as a crucial platform for Nine to enhance its programming lineup, attract new viewers, and bolster its reputation by broadcasting iconic sporting moments to households across Australia. This strategic initiative not only aims to mitigate recent declines in the total TV advertising market but also comes amid broader industry challenges, including significant job cuts at Nine and its competitors like News Corp.

4. SOLVING COMMUNITY NEEDS AND BUSINESS OBJECTIVES

Westfield: Transforming Centres into Olympic Spectaculars

Westfield is gearing up to elevate community engagement and boost business objectives through its extensive network of 37 destinations across Australia, set to become official Live Sites for the Paris 2024 Games. These centres will feature dedicated live-streams of pivotal Olympic events, immersive Olympic-themed activities, and live music performances. By strategically partnering with the Olympics, Westfield not only strengthens community bonds by providing a vibrant hub for sports enthusiasts and families alike but also enhances the overall shopping experience. The initiative is poised to significantly increase dwell time at Westfield centres, driving up foot traffic and fostering deeper customer engagement. This dual-purpose approach underscores Westfield's commitment to serving both the local community and its commercial interests, aligning community needs with business growth opportunities seamlessly.

Source: Cities Today

Uber: Green Initiatives and Job Creation

Uber is stepping up to meet community demands by anticipating a surge in transportation needs. The initiative not only aims to provide spectators with enhanced transport options but also underscores Uber's commitment to bolstering job opportunities in the region, with a record 40,000 drivers to be employed during the Olympics in Paris. Concurrently, Uber is championing environmental sustainability by promoting green initiatives aimed at curbing pollution levels. In response to environmental alerts, Uber is offering significant discounts of up to 50% on Uber Green, UberX Share rides, and Lime e-bikes, encouraging the adoption of eco-friendly transportation choices among Olympic attendees. This dual-focus strategy not only aligns with Uber's corporate responsibility goals but also enhances its brand reputation as a forward-thinking and socially responsible entity.

The Paris 2024 Olympic Games serve as a powerful platform for brands to not only showcase their innovation and heritage but also strategically address community needs while driving business growth. From Adidas blending cultural motifs in athlete uniforms to LVMH infusing Parisian heritage into Olympic medals, brands are leveraging the global spotlight to create unforgettable experiences and reinforce their brand values. Uber's initiatives in transportation and sustainability also exemplify how brands can meet community demands while enhancing their reputation as responsible corporate citizens. These partnerships not only enhance brand value but also contribute to the overarching narrative of the Olympic Games, celebrating excellence and culture on a global stage.

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