By Jonathan Baker When a brand is associated with an event, recognition travels fast and far. The greater the event, the greater recognition the brand receives. It’s an understatement to call the 2024 Olympics “a great event.” As the Olympics finish this Sunday, August 11, participating brands will be remembered for a long time—particularly for values they helped promote. Values of the 2024 Olympics—and Paralympics The values expressed for the Olympic Games are founded on excellence, innovation, and especially inclusivity. As proof of this, the Paralympic Games—where disabled athletes compete in a variety of multisport events—have received a great deal of attention. Indeed, this year is a milestone as Paralympic torch relays began at Stoke Mandeville in England, serving as the equivalent to the Olympic flame. And select brands are participating and promoting the values of excellence, innovation, and inclusivity include… Air France Since the 2024 Olympics are based in France, it is only fitting that this airline be a prominent brand partner. To create an overall feeling of welcome and good will to attendees and delegates from other parts of the world, Air France launched the “Proud to Welcome the World to France” campaign. Deloitte This multinational professional services network created the “The First Effect” campaign to spotlight groundbreaking “firsts” in the history of the Olympics and Paralympics. The campaign message emphasizes how being “first” is not so much about winning as it is about serving as an example to lead, in both sports and life. Louis Vuitton Moët Hennessy (LVMH) With “The Rooftops” campaign, this iconic luxury brand features athletes warming up and practicing from places high above “The City of Lights.” Football, tennis, and gymnastics are but three of the sports represented. Regardless of the nationality of athlete and sport, all are included and unified in Paris, France. Samsung The tech giant has kept the prevailing mood of the 2024 Olympic Games strong with “Open Always Wins.” This campaign, “starring” Samsung’s Galaxy Z Flip 5, features skateboarders, wall climbers, and footage of para-sprinter Johannes Floors as they miss—but get up again—to prepare for their respective competitions. The message—“Every failure teaches us to find an opening” —is universal. The brand messaging of the names listed above celebrates the spirit of inclusivity for the 2024 Olympic and Paralympic Games. Complementing these brands are well-known names that have been visible throughout the Games. All of them have provided support—physical and moral—to the cross section of athletes and their nationalities: FIGS: This leader in medical apparel throughout the globe launched an ambitious campaign. Imagine outfitting over 250 healthcare professionals attending to Team USA athletes. FIGS has done just this. To quote Tina Spear, CEO and Co-Founder: “Our mission at FIGS is to celebrate, empower and serve those who serve others.” Nike: The iconic sportswear brand launched a new and eye-catching collection of durable but comfortable uniforms. Significantly, the designs symbolize the unique cultural identities of different countries, all while maintaining a unified (read: inclusive) theme. Procter & Gamble: This multinational consumer goods corporation offered services to ensure comfort to athletes and their families. These services included laundry facilities, a salon, and even a nursery—all located in Olympic and Paralympic Village. Oh, be sure to check out the podcast: “Spotlight on the Olympics and Iconic Ads.” EGC team members Christopher Canadeo and Christina Botte share their insights on the Games and related branding. To participating brands in the Olympic Games, we salute your practice of excellence, innovation, and inclusivity. Enjoy the closing weekend!
