As the world turns its attention to the Paris 2024 Olympics, brands have a unique opportunity to shine on a global stage. From leveraging social media buzz to creating captivating campaigns, we’re taking a look at the successful strategies we’ve seen ahead of the opening ceremony, plus how brands are activating on the ground during the games.
OMEGA
As stated in Lefty and Karla Otto’s report on ‘The Influence of Sports’, “strategic presence at key events is essential for success.” The Olympics offer a range of exposure opportunities, whether that’s stateside or on the ground in Paris.
Stateside
OMEGA is transforming Jungle Plaza in the Miami Design District into a playground to celebrate their role as the Official Timekeeper of the Olympic Games for the 31st year. The activation will feature a variety of engaging attractions, including an interactive running track complete with bleachers, professional starting blocks, and a photo finish camera. Visitors can also enjoy five pop-up table tennis tables and a dedicated playground for young aspiring Olympians. Additionally, there will be a French café and bakery offering refreshments and sweet treats, along with a photographic mural of OMEGA Ambassador Bebe Vio, a four-time Paralympic medalist in fencing. The pop-up will be open from July 26th through August 11th, giving the brand plenty of time to attract and engage guests both local to Miami and visiting.
Global reach
Over the past two-plus decades, FINN’s Consumer Lifestyle & Sports team has worked with some of the biggest Olympians of our time including Shaun White, Bode Miller, and Carissa Moore and organizations like US Ski and Snowboard. The team just welcomed USA Fencing as a new client, and is shifting their approach as they aim to bring this historic sport to new, younger audiences. Success to-date has included tapping those lifestyle stories that resonate with a broad audience - like having Olympian Miles Chamley-Watson sit down with Gayle King on CBS Mornings, having married Olympians Lee Kiefer and Gerek Meinhardt teach Kelly and Mark from LIVE with Kelly and Mark and Tony and Nate from CBS Mornings to fence on-air.
On the ground
Ralph Lauren is responsible for designing this year’s Team USA's uniforms for both the Opening and Closing Ceremonies. These uniforms reflect the brand’s modern-yet-classic aesthetic – making this moment something consumers can also attain without wearing the official uniform.
The Paris 2024 Olympics present a golden opportunity for brands to make a significant impact. By creating engaging pop-ups, forming strategic partnerships, and leveraging the excitement surrounding the games, brands can connect with a global audience in memorable ways. Stay tuned as we continue to explore more innovative brand strategies throughout the Olympic Games.
