Games wide open
Are you excited about the upcoming Olympics and Paralympics? Explore the games and discover how fashion and beauty tap into the athletic scene! Paris will host the Summer Olympics for the third time from July 26 to August 11, spanning 17 cities across metropolitan France and Tahiti. Teahupo’o, on the French Polynesian island of Tahiti, will host two days of surfing, 9,765 miles from Paris. The motto, “Games Wide Open” (French: Ouvrons grand les Jeux), represents the goal of delivering more inclusive and educational games. New sports exclusive to Paris include breaking (or break dancing), skateboarding, sport climbing, and surfing. An estimated 10,500 athletes from 206 countries will participate, with equal men and women competing!
An Olympic-sized opportunity for brands
Curious about how your favorite brands plan to participate? The Paris 2024 Olympic and Paralympic Games offer unique opportunities for brands to connect with global audiences. For example, global banking company Citi’s Paris 2024 marketing hinges on Paralympians, highlighting their positive impact on communities. Citi sponsors 24 athletes, including U.S. sprinter long jumper Scout Bassett and wheelchair tennis player Diede de Groot of the Netherlands. Paratriathlon gold medalist Lauren Steadman of Great Britain gets also sponsored. Additionally, wheelchair basketball player Trevon Jenifer, a member of the 2024 U.S. Men’s Wheelchair Basketball National Team, is part of Citi’s roster.
Fashion unites all
Luxury brands based in Paris, like LVMH, are making waves with their landmark Olympics deal. They’ve increased attention to what athletes wear for non-sporting moments, such as the opening ceremony. For the first time, they sponsor athletes, including fencing champion Enzo Lefort and gymnast Mélanie de Jesus dos Santos.
The Louis Vuitton ambassadors competing in the Olympics represent various sports and countries. Victor Wembanyama, the NBA Rookie of the Year, and Antoine Dupont, the French rugby team captain, are ambassadors from France. Spain’s tennis champion Carlos Alcaraz has also become an ambassador. Notably, France’s Pauline Déroulède, a wheelchair tennis player, will act as an ambassador for Dior, highlighting the brand’s support for athletes in all sports.
Brands are connecting with fans through their innovative uniforms. Lululemon will be dressing the Canadian Olympic and Paralympic teams, focusing on adaptive styles like a Seated-Fit Carpenter Pant and Packable Rain Poncho. Design details include braille, magnetic zipper closures, pull-on loops, and sensory touch guides.
The North Face has crafted Olympic climbing kits for the U.S., Japan, South Korea, and Austria, showcasing bold graphic designs. On the other hand, Berluti has taken a sustainable approach to designing the French Olympic team’s opening ceremony uniforms. Their tuxedos, with a patina-effect shawl collar in French flag colors, reflect national pride and a commitment to sustainable craftsmanship.
Indie brands make this fashion’s biggest Olympics ever
With skateboarding debuting, Brazilian brand Cariuma partners with the Olympics for the first time, outfitting three countries with footwear and apparel. Premium active swimwear brand Left on Friday makes an Olympic debut with bikinis, cover-ups, and accessories for Canada’s women’s beach volleyball team. The brand admits the opportunity provides them with excellent product testing for future non-Olympian offerings! Swedish J. Lindeberg will make uniforms for the U.S. men’s and women’s golf teams. Paris-based streetwear designer Stephane Ashpool has been designing for the French Olympic team.
Beauty finds opportunity in women’s sports
What about beauty brands? Olympic gold medalist gymnasts Suni Lee and Jade Carey have picked up beauty sponsorships on social media. Lee is partnering with L’Oréal, and Carey is working with Dove. Mielle, owned by P&G, will offer services for athletes with textured hair in P&G’s salon, with a special event featuring basketball player A’ja Wilson. Dental Clinic from Oral-B will provide athletes access to general and emergency dental services with high-performance Oral-B toothbrushes, toothpaste, and oral care education. The P&G Everyday Champions Welcome Kit includes a Paris-themed reusable bag with products from Oral-B, Head & Shoulders, Aussie, Safeguard, and Febreze to support athletes’ health and hygiene during Paris 2024.
Symrise, which provides key ingredients to the beauty industry and beyond, welcomes the Olympics and celebrates inclusivity on its Instagram page. Weigh in on exciting brand activations, and comment below on your plan to participate!
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