As the world turns its attention to Paris for the 2024 Olympics, the Games have ignited not just athletic passion but also a fierce battle for brand supremacy. With countless companies vying for consumer attention, nine standout campaigns demonstrate how brands are leveraging the Olympic moment to achieve explosive growth in influence and value.
Apple: Capturing Future Stars Through Emotional Storytelling
While competitors chased celebrity athletes, Apple took a radically different approach by spotlighting children under 10 who dream of Olympic glory. Their "2036 Hopefuls" campaign featured young athletes from diverse backgrounds, photographed by renowned sports photographer Walter Iooss Jr. The images subtly noted they were "Shot on iPhone," showcasing both the device's capabilities and Apple's commitment to nurturing future talent.
Adidas: Redefining Athletic Inspiration
The sportswear giant replaced its two-decade-old "Impossible is Nothing" slogan with "You Got This" , accompanied by a 30-second ad featuring athletes like breakdancing world champion Liu Qingyi and Asian record holder Xie Zhenye. The campaign emphasizes perseverance through adversity while aligning with contemporary youth attitudes toward sports.
Yili: Riding the Viral Wave
When netizens noticed the Paris 2024 logo's resemblance to Chinese TV host Chen Luyu, dairy brand Yili quickly appointed her as their "Paris Viewing Ambassador." A quirky, repetitive commercial cemented the association through humor, demonstrating how brands can capitalize on organic social media moments during major events.
Jindian: Nostalgia as a Marketing Tool
The organic milk brand reunited Olympic legends Liu Xiang and Li Na in a reflective campaign exploring "natural living." By connecting their post-competitive lives to product values, Jindian created emotional resonance while differentiating itself from more boisterous sports marketing.
Taobao: Bringing the Games Home
As the official e-commerce partner, Alibaba's platform launched an "Online Sports Festival" featuring AI-generated athlete portraits and nine home-friendly challenges like "Squat Competitions." The initiative bridges digital engagement with physical activity while rewarding participants with actual monetary prizes tied to Olympic results.
Douyin: Creating an Olympic Content Ecosystem
Making its debut as an official broadcast rights holder, ByteDance's short-video platform has built comprehensive Olympic programming around five pillars: real-time highlights, full event coverage, athlete storytelling, interactive features, and cultural trends. This infrastructure allows brands to execute multifaceted campaigns within Douyin's massive sports community.
Kuaishou: Grassroots Olympics
Following the success of its "Village Basketball" and "Village Soccer" events, Kuaishou's "Village Olympics" features unconventional competitions like dry-land dragon boat racing and rice-planting challenges. This approach democratizes sports while strengthening the platform's connection with rural communities.
Xiaomi: Leadership Visibility
CEO Lei Jun's attendance at the Opening Ceremony generated significant buzz, amplified by his social media posts exploring Paris. Xiaomi executives' consistent public engagement has cultivated an approachable brand image that resonates particularly well with younger consumers.
Heytea: A Taste of China in Paris
The bubble tea brand established a Seine-side pop-up "Viewing Teahouse" serving signature drinks with Paris-exclusive merchandise blending Chinese red with athletic motifs. This physical presence at the Games supports Heytea's global expansion while introducing international audiences to contemporary Chinese tea culture.
These campaigns demonstrate how brands are moving beyond traditional sponsorship to create meaningful connections during the Olympics. Whether through technological innovation, cultural relevance, or emotional storytelling, the most successful initiatives find authentic ways to enhance rather than simply exploit the Olympic moment.