The Paris Olympic and Paralympic Games 2024 marked a return to the vibrant, full-scale Olympic experience that fans and brands alike had been eagerly awaiting, after the Tokyo Games, which faced major restrictions due to the Covid-19 pandemic. The games were the biggest event ever organised in France, taking place across 35 venues and drawing 15 million spectators and 10,500 athletes.

The return to a “normal” Olympics allowed for more authentic brand presence, enhanced activations, and the kind of widespread engagement that only a global event of this level can provide.

Let’s take a look at what brands did and are still doing for the 2024 Paris Olympic and Paralympic Games.

LVMH

To honour Louis Vuitton’s support of Paris 2024 and its rich tradition of crafting their iconic trunks for global events, the brand proudly presented exclusive trunks designed to house the iconic Olympic and Paralympic medals and torches. Louis Vuitton also dressed volunteer medal bearers and designed medal trays for the victory ceremonies.

Coco-Cola

Coco-Cola highlighted their brand Powerade and its “Pause is Power” platform as part of a global campaign that launched across 30 markets, including social media, TV, activations, and limited-edition products. At the Olympic Village, Powerade offered athletes a dedicated space to prepare for competition mentally and physically. Developed in partnership with the IOC, this activation provided virtual visualisation practices and “safe spaces for conversations about mental health.” Additionally, Powerade debuted Powerade Gold, a special flavour created for the Paris Games.

Decathlon

Decathlon provided uniform designs for volunteers, torchbearers, and athletes. The brand also launched the Decathlon Playground at Parc de la Villette in Paris, creating a festival-like atmosphere that drew around 200,000 visitors throughout the Olympics. The Playground featured activities, including competitions, entertainment, and appearances by athletes.

Procter & Gamble

Procter & Gamble introduced the first-ever Olympic Village nursery during Paris 2024. Athletes no longer need to worry about the supervision of their children while competing or training during their stay at the Village, making their Olympic experience that little bit less stressful.

Dior

Dior launched an exclusive spa cruise which set sail from Port Henri IV near the picturesque Ile Saint-Louis, offering a unique fitness and wellness cruise along the Seine River. The cruise featured onboard yoga and pilates sessions led by top experts, inspired by the action of the Olympics.

Wingstop

Chicken lovers in Paris enjoyed free wings, hand-sauced and tossed in five of Wingstop’s signature flavours, at the restaurant chain’s House of Flavour event, running throughout the games at La Caserne. The activation featured a variety of activities, including three-on-three basketball games, dance battles, breakdancing performances, tattoos by Parisian graffiti artists, fresh haircuts and stylish nail-art manicures.

Oakley

Oakley launched the Expoplanetary Bunker experience in Paris, which allowed athletes and their guests a chance to look into the brand’s “rebellious history.” Inside, attendees explored a timeline of Oakley products, view the latest innovations, visit a Lens Cut Bar for customised fittings, participate in guided meditation, and enter a top-secret, “no phones allowed” room displaying upcoming releases. The experience also featured an exclusive hospitality zone for athletes to enjoy Games viewing.

Uber

Uber has ventured into new territory with the launch of its water transportation services, debuting in several European cities this summer. The initiative began in Paris with the introduction of Uber Cruise. From July 12 to August 3, customers can experience a complimentary one-hour cruise along the Seine, offering a scenic view of the city’s iconic landmarks without the crowds drawn by the games. The all-electric boat tour provided glimpses of attractions like Notre Dame, the Louvre, and the Eiffel Tower, and includes a complimentary glass of wine.

Canada House

National hospitality houses at the Olympics were initially gathering spots for athletes, support staff, and families. They have now evolved into hubs for partnerships and fan engagement. These national houses are set for a significant post-pandemic revival, with Canada Olympic House being a standout.

“La Maison Olympique du Canada” hosted a range of partner activations and collaborations, including a Lululemon pop-up shop, as the brand is outfitting Canada’s athletes this year. Other features included a Canadian Tire Celebration Arena for special events, a Petro-Canada Living Leaf installation designed to “connect fans in Paris to fans back home,” a Toyota “Start Your Impossible” postcard station and photo opportunity, an Air Canada Flight Deck patio, and a Mondelēz “Create Your Athlete Card” experience.

Bumble

Dating app Bumble teamed up with GoodNews to create Café Bumble, a branded coffee shop and meeting spot located at Good News Saint-Germain-des-Prés. The café offered specialty coffees, baked treats, and an interior design decked out in Bumble’s signature yellow colour.

Samsung

Samsung’s Olympic journey began three decades ago as a local sponsor for the Olympic Games Seoul 1988. By the Olympic Winter Games Nagano 1998, Samsung had advanced to become a Worldwide Olympic Partner in the Wireless Communications Equipment category. This year, Samsung presented 17,000 Olympians with a special edition of its latest foldable smartphone, the Flip6, featuring a gold finish and engraved Olympic rings on the back. Each phone was pre-loaded with essential data, Samsung’s Olympic app, and a personalised message for the athletes.