Global audiences were glued to the Paris 2024 Olympics like never before, with a staggering 82% jump in viewership from Tokyo 2020.
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.
From transforming volunteers into social media sensations to luxury trunks for Olympic medals, discover how these brands won gold at marketing at the world's biggest sporting event!
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)
1. Decathlon’s Gold-Medal Marketing: Turning Volunteers into Social Media Stars
Decathlon's marketing strategy for the Paris 2024 Olympics proved highly successful and innovative.
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!
Let's decrypt their key tactics:
- 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.
They also sponsored 33 Olympic athletes under the #TeamAthlètesDecathlon banner, effectively turning these athletes into brand ambassadors and expanding their reach across digital platforms.
- Activating event spaces:
Decathlon created an impressive 6,000 square meter playground at La Villette in Paris.
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.
It was a vibrant and engaging environment for attendees and fans to enjoy the Olympics excitment!
- Launching Paris 2024 merchandise:
The brand capitalised on the Olympic spirit by releasing a comprehensive collection of 145 products related to Paris 2024.
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.
- 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.
Volunteers enthusiastically shared their Decathlon gear online, amplifying the brand’s presence.
And it became a viral sensation especially on TikTok!
So much 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!!
2. LVMH: When Luxury Meets Sport in Paris 2024
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:
- 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!
This move showcased their commitment to incorporating luxury elements into the prestigious event.
- 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.
This marks a pioneering moment as luxury brands have never before engaged so deeply in the Olympics, aiming to attract aspirational luxury consumers.
- 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.
- Athlete partnerships:
Léon Marchand, a rising star in swimming, was chosen as LVMH’s first Olympic ambassador.
This smart move leveraged Marchand's popularity and media appeal, enhancing LVMH’s brand perception.
3. Nike: Did they win their Olympic bet?
In an increasingly crowded marketing landscape, traditional powerhouses like Nike and Adidas are battling for attention.
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.
To counteract these struggles, Nike made a bold bet: using the 2024 Olympics as a way to boost its brand and sales.
Nike invested more in its Olympic marketing push than ever before, launching its largest global advertising campaign to date.
Key strategies included:
- 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.
@nike The Winner's Curse. Every ring. Every medal. Every record. His hunger is insatiable. Doesn't matter if it's his 1st or 4th @Olympics games, LeBron James has no choice but to try to win again. #WinningIsntForEveryone #Paris2024 ♬ original sound - Nike
- Supporting Team USA:
Nike set up dedicated facilities for Team USA athletes, ensuring they had the best possible gear and support.
- 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.
- Team uniforms:
Nike also introduced a diverse range of team uniforms, focusing on athlete comfort and individual expression.
So, did the bet pay off?
According to Reuters, Nike saw a peak in website visits on July 31, reaching 2 million.
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.
Additionally, the Jordan 4 Retro SE Paris Olympics Wet Cement shoes became the highest-selling Olympic product on StockX, trading over 8,373 times.
Nike’s Olympic strategy certainly generated interest and boosted sales, providing a much-needed lift after a challenging year.
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.
4.Ralph Lauren: How Team USA’s Uniforms Became a Viral Sensation
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.
Known for its signature blend of timeless elegance and preppy flair, Ralph Lauren has seamlessly infused modern, sporty elements into this year’s designs.
In a move similar to Nike, Ralph Lauren has extended its Olympic designs beyond the athletes, making them available to consumers.
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.
The Olympic collection by Ralph Lauren has proven to be a massive hit, with the entire line selling out quickly.
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.
Fans are captivated by these unboxings, which offer a behind-the-scenes glimpse into the athletes’ personal experiences and the exclusive merchandise they receive.
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.
The buzz surrounding the collection was also further amplified by celebrity endorsem*nt:
- 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.
5.Samsung: How the Galaxy Z Flip 6 Stole the Show at Paris 2024
As a long-time Worldwide Olympic Partner, Samsung made a significant impact at the Paris 2024 Games with its “Open Always Wins” campaign.
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.
The campaign highlights Samsung’s commitment to innovation, mirroring the Olympic spirit of pushing boundaries.
Samsung further solidified its presence by distributing nearly 17,000 limited-edition Galaxy Z Flip 6 phones to athletes and the Olympic family.
It came with free data and personalisable at Samsung’s Olympic Village pop-up, adding a unique touch to their Olympic journey.
These phones, featuring a unique yellow color, exclusive leather case, and preloaded Olympic apps, have become highly sought-after, with some auction bids exceeding $2,000.
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.
Samsung’s ongoing partnership with the IOC, extended until 2028, underscores its role in fostering innovation and engaging younger audiences.
6. Snoop Dogg: The unofficial mascot of Paris Olympics 2024
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!
His involvement included engaging commentary, distinctive fashion choices, and vibrant interactions with athletes and fans.
Snoop’s presence boosted NBC’s viewership to an average of 34 million daily, a substantial increase from Tokyo 2020.
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.
His social media following grew significantly, with an average of 140,000 new Instagram followers per day.
His influence extended beyond entertainment, as his fashion sense and public appearances became memorable highlights of the Olympics.
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.
They grabbed attention with viral moments, luxury partnerships, and a strong brand presence.
As the Paralympics approach, we’re excited to see how these brands will continue to impress and engage audiences with their campaigns.
