Secrets Behind the Paris 2024 Olympics: How Brands Won Gold

Global audiences were glued to the Paris 2024 Olympics like never before, with a staggering 82% jump in viewership from Tokyo 2020. 

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But it wasn't just the athletes breaking records—brands like Decathlon, LVMH, and Nike turned the Games into a marketing battlefield, seizing the spotlight with bold, innovative strategies. 

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From transforming volunteers into social media sensations to luxury trunks for Olympic medals, discover how these brands won gold in marketing at the world's biggest sporting event!

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Key data: 

• One of the most watched Summer Olympics ever
• 218 million BBC online streams (more than double Tokyo 2020)
• 36.1 million UK viewers on BBC TV (59% of the population) watched at least 15 minutes
• Top events: Keely Hodgkinson’s 800m final (9.1 million viewers), Adam Peaty’s race (8.5 million), and Katarina Johnson-Thompson’s heptathlon (7.3 million)
• US viewership: 30.6 million daily viewers (up 82% from Tokyo 2020)

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1. Decathlon’s Gold-Medal Marketing: Turning Volunteers into Social Media Stars

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Decathlon's marketing strategy for the Paris 2024 Olympics proved highly successful and innovative. 

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They even struck gold at the opening ceremony with a volunteer holding an umbrella who became a viral meme sensation worldwide. This image was reshared everywhere—talk about free advertising!

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Let's decrypt their key tactics:

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• Turning athletes into influencers: 

Decathlon utilised its TikTok channel to feature interviews with athletes from various sports, including judo star Teddy Riner and skateboarder Ross Zwetsloot. 

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They also sponsored 33 Olympic athletes under the #TeamAthlètesDecathlon banner, effectively turning these athletes into brand ambassadors and expanding their reach across digital platforms.

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• Activating event spaces: 

Decathlon created an impressive 6,000 square meter playground at La Villette in Paris. 

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This space was designed to offer a variety of activities, including live DJ performances, associations, stand-up shows, a massive fan-zone, and sports demonstrations. 

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It was a vibrant and engaging environment for attendees and fans to enjoy the Olympics excitement!

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• Launching Paris 2024 merchandise: 

The brand capitalised on the Olympic spirit by releasing a comprehensive collection of 145 products related to Paris 2024. 

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With over 2,080 stores worldwide, Decathlon's extensive retail network was well-positioned to promote and sell this exclusive merchandise, further enhancing their Olympic presence.

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• Sponsoring the volunteer gear:

The brand made a strategic move by sponsoring 45,000 volunteers, which not only provided visibility during one of the year's most significant sports events but also created a buzz on social media. 

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Volunteers enthusiastically shared their Decathlon gear online, amplifying the brand’s presence. 

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And it became a viral sensation especially on TikTok!

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So much so that the volunteer bucket hat (or bob as the French call it) is reselling on Vinted (a second-hand online marketplace) for more than €200!!

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2. LVMH: When Luxury Meets Sport in Paris 2024

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LVMH has made a significant impact on the Paris 2024 Olympics with a strategic $163 million partnership that highlights their dedication to blending luxury with global sporting events:

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• Custom sponsorships: 

LVMH went beyond traditional sponsorships by creating custom-designed trunks for the Olympic torch and medals. Even the medal bearers are fully dressed in Louis Vuitton!

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This move showcased their commitment to incorporating luxury elements into the prestigious event.

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• Brand involvement: 

Other LVMH-owned brands, such as Sephora, Dior, Chaumet, and Berluti, played a role in sponsoring athletes, designing medals, and providing uniforms for the French Olympic team. 

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This marks a pioneering moment as luxury brands have never before engaged so deeply in the Olympics, aiming to attract aspirational luxury consumers.

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• Exclusive opening ceremony feature: 

LVMH's presence during the Opening Ceremony, which drew high viewership with 28.6 million viewers in the US and 23.2 million in France, provided optimal visibility and cemented their role as a key player.

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• Athlete partnerships: 

Léon Marchand, a rising star in swimming, was chosen as LVMH’s first Olympic ambassador. 

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This smart move leveraged Marchand's popularity and media appeal, enhancing LVMH’s brand perception. 

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3. Nike: Did they win their Olympic bet?

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In an increasingly crowded marketing landscape, traditional powerhouses like Nike and Adidas are battling for attention. 

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Nike, in particular, faced significant challenges this year, with its stock dropping 20% before the Olympics—marking the first decline during an Olympic quarter in decades—and a forecasted 10% drop in sales. 

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To counteract these struggles, Nike made a bold bet: using the 2024 Olympics as a way to boost its brand and sales.

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Nike invested more in its Olympic marketing push than ever before, launching its largest global advertising campaign to date. 

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Key strategies included:

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• Engaging top stars:

Nike leveraged the star power of athletes like LeBron James and Simone Biles, aiming to boost product lines through their Olympic presence.

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• Supporting Team USA:

Nike set up dedicated facilities for Team USA athletes, ensuring they had the best possible gear and support.

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• Cultural engagement:

Nike organised an art exhibit at Paris's Centre Pompidou, showcasing its iconic Air Max sneakers to blend sport with culture and art.

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• Team uniforms:

Nike also introduced a diverse range of team uniforms, focusing on athlete comfort and individual expression. 

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So, did the bet pay off?

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According to Reuters, Nike saw a peak in website visits on July 31, reaching 2 million. 

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During the opening week of the Olympics, Nike and Puma experienced an increase in site traffic, while competitors like Adidas, Hoka, and On saw declines. 

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Additionally, the Jordan 4 Retro SE Paris Olympics Wet Cement shoes became the highest-selling Olympic product on StockX, trading over 8,373 times.

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Nike’s Olympic strategy certainly generated interest and boosted sales, providing a much-needed lift after a challenging year. 

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However, while the campaign has shown positive results, it remains to be seen whether Nike can sustain this momentum and fully recover from its earlier setbacks. 

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4. Ralph Lauren: How Team USA’s Uniforms Became a Viral Sensation

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Ralph Lauren has once again taken center stage at the 2024 Olympics, marking the ninth occasion the iconic brand has been chosen to design the uniforms for Team USA. 

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Known for its signature blend of timeless elegance and preppy flair, Ralph Lauren has seamlessly infused modern, sporty elements into this year’s designs. 

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In a move similar to Nike, Ralph Lauren has extended its Olympic designs beyond the athletes, making them available to consumers. 

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This strategy not only allows fans to feel a part of the Olympic experience, but also significantly boosts the brand’s visibility during key moments, such as the highly anticipated Opening and Closing Ceremony.

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The Olympic collection by Ralph Lauren has proven to be a massive hit, with the entire line selling out quickly. 

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Adding to the hype, Olympians themselves have taken to social media to share their gear unboxing experiences, particularly on TikTok, where these videos have gone viral. 

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Fans are captivated by these unboxings, which offer a behind-the-scenes glimpse into the athletes’ personal experiences and the exclusive merchandise they receive. 

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This trend taps into a broader cultural obsession with unboxing videos, where the anticipation and reveal of coveted items create a shared moment of excitement.

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The buzz surrounding the collection was also further amplified by celebrity endorsement: 

• Beyoncé showcased the Team USA outfits on her Instagram,
• H.E.R. made headlines wearing a sleek, custom-made Ralph Lauren Collection jumpsuit,
• Billie Eilish wore one of the brand's designs during the Closing Ceremony.

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5. Samsung: How the Galaxy Z Flip 6 Stole the Show at Paris 2024

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As a long-time Worldwide Olympic Partner, Samsung made a significant impact at the Paris 2024 Games with its “Open Always Wins” campaign.

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Beyond traditional ads, Samsung strategically placed banners featuring the Galaxy Z Flip 5 in prominent Paris locations like Haussmann Street and La Défense, ensuring high visibility throughout the Olympics and Paralympics.

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The campaign highlights Samsung’s commitment to innovation, mirroring the Olympic spirit of pushing boundaries. 

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Samsung further solidified its presence by distributing nearly 17,000 limited-edition Galaxy Z Flip 6 phones to athletes and the Olympic family. 

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It came with free data and personalisable at Samsung’s Olympic Village pop-up, adding a unique touch to their Olympic journey.

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These phones, featuring a unique yellow colour, exclusive leather case, and preloaded Olympic apps, have become highly sought-after, with some auction bids exceeding $2,000.

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A standout feature of the Games was the introduction of "Victory Selfies," allowing athletes to capture medal ceremony moments with their Galaxy Z Flip6 phones—marking a shift from previous Olympics where personal devices were banned on the podium. 

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Samsung’s ongoing partnership with the IOC, extended until 2028, underscores its role in fostering innovation and engaging younger audiences.

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6. Snoop Dogg: The unofficial mascot of the Paris Olympics 2024

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Snoop Dogg made a remarkable impact on the Paris Olympics, contributing significantly to the event’s success. And it is a masterclass in personal branding!

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His involvement included engaging commentary, distinctive fashion choices, and vibrant interactions with athletes and fans. 

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Snoop’s presence boosted NBC’s viewership to an average of 34 million daily, a substantial increase from Tokyo 2020.

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Snoop Dogg's unique style and energetic persona resonated with audiences, leading to a 5.7% increase in music streaming in the US and a 9.1% increase globally. 

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His social media following grew significantly, with an average of 140,000 new Instagram followers per day. 

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His influence extended beyond entertainment, as his fashion sense and public appearances became memorable highlights of the Olympics.

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The Paris 2024 Olympics showed how brands like Decathlon, LVMH, Nike, and Samsung turned the Games into a marketing success with smart and creative strategies. 

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They grabbed attention with viral moments, luxury partnerships, and a strong brand presence.

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As the Paralympics approach, we’re excited to see how these brands will continue to impress and engage audiences with their campaigns.    

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